E-commerce technology provider BlackSquare Inc. announced it has entered into a strategic partnership with premium spirits leader Beam Suntory.

This collaboration will allow Beam Suntory to continue innovating with the added advantage of BlackSquare’s expertise in direct-to-consumer (DTC) e-commerce technology, beginning with the creation of a brand home for iconic whisky brand Laphroaig in Germany and the UK.

With a data-forward approach and integrations with BlackSquare’s proprietary Insight data platform, BlackSquare will support Beam Suntory’s digital marketing and customer acquisition efforts and further the reach of the Laphroaig brand, all while ensuring customers have an exceptional end-to-end DTC experience.

“The BlackSquare team is looking forward to collaborating with Beam Suntory on their vision for their brand’s digital presence, e-commerce website, and end-to-end DTC journey,” BlackSquare CEO Matthew Protti said in a news release. “We anticipate tremendous growth in this channel in the future as consumers all over the world continue to seek ways to engage directly with favored brands.”

“Beam Suntory is excited to be partnering with an industry leader like BlackSquare on this project. BlackSquare’s industry experience and technical know-how will ensure a best-in-class digital DTC experience for our engaged customers, and provide a solid foundation for the future growth of our brand,” said Lukas Hinke, D2C eBusiness Development Manager for Beam Suntory.

Founded in 2010, BlackSquare is a Calgary-based company specializing in end-to-end e-commerce and direct-to-consumer support for enterprise clients in the global beverage alcohol industry. BlackSquare’s proprietary Insight platform provides a full suite of digital solutions to integrate and enable every part of the digital alcohol sales journey, from customer acquisition to engagement, to e-commerce enablement, to fulfilment coordination and logistics management.

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan.

For more information, visit https://www.blacksquare.io/.