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.
