William Grant launches a global relationship marketing programme for Glenfiddich

01 June, 2009

Glenfiddich owner William Grant & Sons has launched a global relationship marketing (RM) programme for its single malt scotch whisky brand.

William Grant & Sons 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, informative website content, integrated with existing mentoring activity and dedicated Explorer events. 

Key to this is the Glenfiddich Explorers website, a web-based worldwide community, created to encourage closer consumer association with the brand.

The RM activity will roll out across some of Glenfiddich’s core markets worldwide, 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. 


 




 





Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.

Comment

Nick Strangeway

Sustainability: No more excuses

COP26 littered newspaper headlines throughout November. The focus was supposed to be on resolving the climate change crisis, but predictably turned into a game of political chess. In the absence of any authoritative leadership, our industry needs to set an example.

Instagram

Facebook