www.theglenrothes.com is the address of the new website for The Glenrothes. The brief for the redesign was to encourage interaction and, for those unable to visit the distillery or attend a tutored tasting, to provide the next best thing – a virtual Masterclass from Ronnie Cox, Whisky Ambassador of the Year.

The Glenrothes is all about flavour – the whisky is bottled from selected casks at their point of optimum maturity, rather than at any predetermined age – and the website reflects this emphasis. Now whisky enthusiasts from around the world can create notes and flavour profiles of each expression, compare them with the official profile and to those of the Kindred Spirits community.

On the website Ronnie Cox guides visitors through the distillery history, the distillery process and the ‘Toast to the Ghost’. In addition, Ronnie tastes every expression of The Glenrothes from the award-winning Select Reserve, which represents the house style, to the 1978 Vintage – voted Speyside Malt of the Year – and even the highly-prized and ultra-rare Single Cask bottlings.

Ronnie Cox states: “We like to think of enthusiasts of The Glenrothes as Kindred Spirits. The website will encourage a sense of community amongst existing Kindred Spirits and provide a welcome for those who are new to whisky or want to learn more”.

The digital strategy and site concept was created by Contented with Outsideline producing and developing the site.