Sazerac, one of America's largest spirits companies, consolidated its fragmented digital ecosystem onto Adobe Experience Cloud with a scalable design system—enabling rapid multi-brand rollouts and a unified commerce experience across its portfolio of 450+ brands.

The Challenge

Sazerac's corporate site and individual brand sites operated in silos—with no shared infrastructure, no cross-brand engagement tracking, and no unified view of customer interactions or purchases across the portfolio.

The Solution

A Scalable Design Ecosystem Built to Grow

Comwrap Reply developed a modular design ecosystem for Sazerac—starting with the corporate site and architected for rapid deployment across the entire brand portfolio. Rather than rebuilding each brand from the ground up, we created a flexible system of reusable components, templates, and brand-specific themes on Adobe Experience Manager Sites that could be adapted and launched at speed.

To validate the approach in a live commerce context, we built an Adobe Commerce storefront for The Sazerac House in New Orleans—the company's flagship visitor center and distillery experience. This gave Sazerac a production-ready e-commerce capability with integrated order management, payment processing, and shipping.

From there, the platform was extended to replatform several iconic brands—including Buffalo Trace Distillery, Southern Comfort, and Mr. Boston—onto Adobe infrastructure. Each rollout leveraged the shared design system, dramatically reducing development time while maintaining distinct brand identities.

The result: a unified digital backbone with consolidated customer data, consistent brand experiences, and a repeatable deployment model that turns new brand launches from multi-month projects into streamlined rollouts.

How we did it

From Siloed Sites to Shared Infrastructure

The engagement began with a strategic assessment of Sazerac's existing digital landscape—mapping dependencies, identifying consolidation opportunities, and defining the target architecture.

Comwrap Reply designed and implemented the solution across three workstreams:

Platform Architecture & Design System We built a component-based design system on Adobe Experience Manager Sites, engineered for multi-brand deployment. Shared UI elements, layout patterns, and content modules ensured visual consistency while allowing brand-specific customization through theming and configuration—not custom development.

Commerce Implementation Using Adobe Commerce (Magento), we delivered a fully functional e-commerce experience for The Sazerac House, including product catalog management, checkout flows, payment integration, and shipping logistics. Over 150 products were photographed, edited, and onboarded in just two weeks.

Multi-Brand Rollout Once the corporate site and commerce platform were validated, we systematically replatformed brand sites onto the shared infrastructure. Buffalo Trace Distillery, Southern Comfort, and Mr. Boston were among the first to migrate—each benefiting from the established design system and reducing development effort by up to 95%.

Customer data was consolidated into a single back-end, giving Sazerac cross-brand visibility into engagement and purchasing behavior for the first time.

About the Client

Sazerac Company is a privately held American spirits company headquartered in the New Orleans metropolitan area, with principal offices in Louisville, Kentucky. One of the largest spirits companies in the United States, Sazerac operates distilleries worldwide and manages a portfolio of over 450 brands—including Buffalo Trace, Southern Comfort, Fireball, Pappy Van Winkle, and Sazerac Rye. The family-owned company traces its heritage nearly 400 years and operates in 112 countries.