Independent, family-owned distiller, William Grant & Sons Ltd has launched a global relationship marketing (RM) programme for its Glenfiddich Single Malt Scotch Whisky brand. The Glenfiddich Explorers RM programme aims to cultivate direct and loyal relationships with whisky consumers globally through targeted email/ postal/ SMS communications, engaging and informative website content, integrated with existing mentoring activity and dedicated Explorer events.
A key element of this activity is the Glenfiddich Explorers website, a web-based worldwide community, created by integrated agency, Kitcatt Nohr Alexander Shaw, aimed at providing interesting content on whisky to encourage closer consumer engagement with the brand.
The RM activity will roll out across some of Glenfiddich’s core markets worldwide, including the UK, from May, followed by selected markets later this year. The new relationship-building programme reinforces the Glenfiddich brand message of ‘Every Year Counts’ and targets the ‘smart, modern and experienced’ man aged 35 years and over.
Consumers will be invited to register, on the Explorers section of the Glenfiddich website at www.glenfiddich.com, via an email marketing programme and an online banner campaign.
Utadi Murphy, William Grant & Sons’ Global Relationship Marketing Manager, said of the new programme: “Relationship marketing is a key growth driver for our core brands; our online Explorers community will provide visitors with stimulating insights into the pleasures of whisky drinking and the distinctive taste of Glenfiddich. We have endeavoured to support the premium nature of the brand through the quality of content and user experience. The launch of www.glenfiddich.co.uk/explorers follows the launch, earlier this year, of The Balvenie’s new website , which features an online Whisky Shelf called Warehouse 24, and offers visitors the opportunity to rate and share notes on thousands of different single malt whiskies.”
The Glenfiddich Explorers microsite,features a blog and four sections* which demonstrate the diversity of the award winning range of Glenfiddich Single Malt Scotch whiskies and celebrate their unique characteristics.
