The campaign will roll out across Glenfiddich’s core global markets from now, and other markets will follow later this year. The new relationship-building programme is said to reinforce 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: “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. It will help us develop loyalty to the brand, increase frequency and relevance of contact and effectively measure increases in consumption and commitment.
“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.”