MEILI Distillery
A concept that rebuilds MEILI's website around its distillery in Bozeman: somewhere to visit, as well as a bottle to buy.
A distillery turns a product site into a place people visit. Concept B starts the site at the door.
Overview
Base Camp has worked with MEILI Vodka since 2023: retailer-tour campaign assets, point of sale, sales sheets and the Webflow site. In October 2026 MEILI asked how its site should change as the distillery and tasting room open in Bozeman, Montana. Concept B is Base Camp's answer, built as a working site rather than a set of slides.
Outcome
Presented to MEILI in October 2026 as a working site. The next phase is in discussion.
Challenge
MEILI's site was built to sell a product: the story, the awards and the merchandise. A distillery changes what visitors need. They want to book a tasting, find a bar that pours it, and have a reason to come back.
The question was how to make the place the front door without losing what already worked: the founders' story, the film, the awards and the shop.
Role
- Concept direction and site structure.
- Copy for every new page.
- Design and Webflow build of a working desktop concept, in two days.
- Three years of earlier work for MEILI behind it, including the October 2023 retailer tour assets.
Approach
The homepage opens on the distillery: 'The Spirit of the Mountains', with two actions, Book a Tasting and Come In.
Three new pages carry the visit. Distillery covers the tour and tasting. Local lists the bars and shops that pour MEILI around Bozeman, and where to buy it in 21 states. From the Bar publishes a cocktail of the month, which gives people a reason to return. Story, Shop, Society and Reviews stay, now linked to the place.
01 — Challenge
MEILI's site was built to sell a product: the story, the awards and the merchandise. A distillery changes what visitors need. They want to book a tasting, find a bar that pours it, and have a reason to come back.
The question was how to make the place the front door without losing what already worked: the founders' story, the film, the awards and the shop.
02 — Role
- Concept direction and site structure.
- Copy for every new page.
- Design and Webflow build of a working desktop concept, in two days.
- Three years of earlier work for MEILI behind it, including the October 2023 retailer tour assets.
03 — Approach
The homepage opens on the distillery: 'The Spirit of the Mountains', with two actions, Book a Tasting and Come In.
Three new pages carry the visit. Distillery covers the tour and tasting. Local lists the bars and shops that pour MEILI around Bozeman, and where to buy it in 21 states. From the Bar publishes a cocktail of the month, which gives people a reason to return. Story, Shop, Society and Reviews stay, now linked to the place.
Identity
04 — Outcome
Concept B was presented to MEILI in October 2026 as a working site, and the next phase is in discussion. The concept is desktop-only, and its copy, hours and booking details are placeholders.
Credits
Project Description
Base Camp has worked with MEILI Vodka since 2023: retailer-tour campaign assets, point of sale, sales sheets and the Webflow site. In October 2026 MEILI asked how its site should change as the distillery and tasting room open in Bozeman, Montana. Concept B is Base Camp's answer, built as a working site rather than a set of slides.
Client
MEILI Distillery — Concept Site
Date
2026
Services
Concept / Information Architecture / Copy / Webflow
Sector
Spirits / Hospitality
The work. What we did, and what it changed.
MEILI's site was built to sell a product: the story, the awards and the merchandise. A distillery changes what visitors need. They want to book a tasting, find a bar that pours it, and have a reason to come back.
The question was how to make the place the front door without losing what already worked: the founders' story, the film, the awards and the shop.
- Concept direction and site structure.
- Copy for every new page.
- Design and Webflow build of a working desktop concept, in two days.
- Three years of earlier work for MEILI behind it, including the October 2023 retailer tour assets.
The homepage opens on the distillery: 'The Spirit of the Mountains', with two actions, Book a Tasting and Come In.
Three new pages carry the visit. Distillery covers the tour and tasting. Local lists the bars and shops that pour MEILI around Bozeman, and where to buy it in 21 states. From the Bar publishes a cocktail of the month, which gives people a reason to return. Story, Shop, Society and Reviews stay, now linked to the place.
Concept B was presented to MEILI in October 2026 as a working site, and the next phase is in discussion. The concept is desktop-only, and its copy, hours and booking details are placeholders.
A distillery turns a product site into a place people visit. Concept B starts the site at the door.
“The work wasn't just about making it look better — it was about building a clearer relationship between product, story and experience.”
Related Work — More from the studio. Selected projects where brand, design, and performance move as one.
Shackleton × Defender — Rally Partnership
Partnership Strategy / Concept / Production / Creative Direction
Shackleton — Made to Move
Campaign Concept / Production / Talent / Creative Direction
Shackleton — The Exploration System
Brand Strategy / Product Strategy / System Design / Creative Direction
