A TV-Inspired eCommerce Beverage Experience for those with a Story to Tell

Overview

Truthteller 1839 is the official bourbon whiskey created for FOX's TV show Monarch, inspired by the character "Texas Truthteller" portrayed by Albie Roman. Marketed as the official bourbon of the series, it embodies the values of outspokenness and integrity. Truthteller 1839 has gained attention for its connection to Monarch, starring Susan Sarandon, and its representation of individuals who fearlessly express their opinions and those with a story to tell.

Objectives

• Establish a user-friendly eCommerce shopping experience for Truthteller 1839 Straight Bourbon Whiskey, including a streamlined, one-click checkout.
• Seamlessly integrate brand and television show elements as an extension of the Monarch television universe.
• Build anticipation and generate pre-orders through an engaging and user-friendly website.

Target Audience

• All adults of legal drinking age in the United States (21+).
• Fans of the show and those intrigued by the character "Texas Truthteller," portrayed by Albie Roman.

The launch of the bourbon was part of FOX's promotional strategy for Monarch, creating a multi-platform experience for the audience by extending the show's theme into a tangible product like bourbon.

Design Strategy

Planning for this project focused on creating a scalable website that could mirror the growth and success of the Monarch TV show. This included the incorporation of a recipe library, press, games, photo sections, and an expansion of the e-commerce shop to accommodate merchandise and the featured Truthteller 1839 bourbon whiskey. With careful consideration for scalability, we ensured that the website could effortlessly handle increased traffic, growing content libraries, and expanding product offerings.

Fox's internal team provided us with all the branding elements needed to ensure a consistent and focused application - we would incorporate design elements from the show and the bottle label into the online experience.

User Experience Design

In crafting the user experience (UX) design for the Truthteller 1839 e-commerce site, we took a practical and user-focused approach, closely aligned with the design system chosen for the project. The design system served as our blueprint, ensuring a consistent and cohesive look and feel throughout the site. We prioritized user-friendly features such as an easy-to-navigate layout, clear product displays, and interactive elements to make the online shopping experience smooth and enjoyable.

Information architecture was crucial for long-term scalability. We worked closely with the Fox team to brainstorm and strategize future growth opportunities, so that as we designed and developed the site, we could lay the foundation for future expansions of the site.

Implemented a mobile-first design approach, optimizing for various screen sizes and developed as a one-click checkout to reduce barriers to purchase. Included an age gate to act within accordance with legal requirements.

Branding Consistency

Our design choices, like using colors inspired by the Monarch TV series, aimed to create an attractive and intuitive interface. By keeping things straightforward and aligned with proven e-commerce design strategies, we aimed to make the Truthteller 1839 site accessible and engaging for all users.

Designing the Truthteller 1839 website, we teamed up with Fox to include elements from the Monarch TV series. Working closely with their team, we took inspiration from Monarch's dark and dramatic style, adjusting colors and visuals to match the high-quality feel of Truthteller 1839 whiskey. By blending these TV series vibes with the premium image of the whiskey, we created a website that feels connected to both worlds. Our goal was to make the site visually appealing and consistent, giving a great experience to Truthteller 1839 fans and those who love the Monarch series.

With the brand's growth, we introduced a Recipe Collection, offering a curated selection of cocktail creations. Our wireframes anticipated this expansion, providing a structured space for mixology enthusiasts to explore and engage with Truthteller spirits in innovative ways.

Over 65% of online shoppers now prefer using their mobile devices to explore, compare, and purchase products. This mobile momentum highlights the growing importance of responsive design and user-friendly interfaces, ensuring that e-commerce platforms cater to the preferences and habits of the modern digital consumer.

Challenges

Managing a project with numerous stakeholders, each representing entities like Fox Entertainment, ReserveBar, Next Century Spirits, and legal, posed significant challenges, particularly given the high-profile nature of the Truthteller 1839 e-commerce site. Coordinating the interests, preferences, and feedback of diverse stakeholders introduced complexities in decision-making and design approval processes. The high visibility of the project intensified the need for alignment on branding, thematic integration, and legal considerations. Navigating the expectations of major entertainment and beverage industry players required careful communication and collaboration to ensure that the final product not only met the standards of each stakeholder but also delivered a seamless and captivating user experience that reflected the premium essence of Truthteller 1839 and the thematic elements of the Monarch TV series.

Some Additional Stats

• Balancing the branding priorities of Truthteller 1839, Fox Entertainment, and ReserveBar to create a unified and coherent user experience.
• Navigating complex legal considerations related to alcohol sales, online commerce, and collaborative ventures, requiring input and approvals from legal representatives.
• Ensuring compliance with industry regulations and regional laws governing the promotion and sale of alcoholic beverages.
• Addressing diverse design preferences among stakeholders, including the artistic preferences of Fox Entertainment, the e-commerce functionality priorities of ReserveBar, and the brand identity considerations of Next Century Spirits.
• Navigating tight timelines associated with TV series premiere schedules, marketing campaigns, and industry events, putting pressure on the development and launch phases of the e-commerce site.

Launch and Premiere

Truthteller 1839's e-commerce design project achieved a remarkable debut, echoing the success of FOX's MONARCH series. Launching as the #1 scripted debut in 2022, MONARCH's premiere captured over 10 million viewers across multiple telecasts and digital platforms, amassing a total view time exceeding 500 million minutes.

The program's demographic reach was exemplified by MONARCH's 1.0/7 L3 rating among Adults 18-49 and 4.7 million multi-platform viewers. Notably, MONARCH outperformed competitors like HBO's House of the Dragon by +43%, mirroring the triumph of the Truthteller 1839 project against industry benchmarks.

Within the first month of launch prior to the show's premiere, the eCommerce site saw 1,221 bottles sold, with the states Texas and California leading the pack. An estimated 3,547 bottles have been sold on the Truthteller 1839 site since publishing this case study.

Reception

The project was a resounding success, highlighting effective brand integration, scalable design, legal compliance, seamless user experience, strong pre-order conversion, brand recognition, loyalty, and collaborative teamwork. The seamless user experience drove engagement. Strong pre-order conversion exceeded expectations. Brand recognition and loyalty were established. By integrating the Truthteller 1839 bourbon whiskey brand with the Monarch TV show, the project effectively capitalized on the show's popularity.

Check out their site here!