Glenfiddich Single Malt Whisky is aiming to attract younger drinkers with the launch of its first global CRM programme, Glenfiddich Explorers.
A key element of the initiative will revolve around the Glenfiddich Explorers website created by Kitcatt Nohr Alexander Shaw. It will feature new content and will aim to drive greater interactivity among “smart, modern and experienced” 30-something men.
It will be promoted through online banner ads, email, direct mail and SMS communications.
The CRM programme will be brought to life with Explorer-branded events and “mentoring” activity where booths will be set up in upmarket public locations allowing the target audience to learn more about how to drink and appreciate whisky.
It will initially launch in the UK, with other markets around the world to follow. It forms part of a £23m investment into the brand revealed last year.
The William Grant & Sons-owned brand will aim to widen its traditional base of conservative consumers aged over 50.
Utadi Murphy, William Grant & Sons global relationship marketing manager, says: “Relationship marketing is a key growth driver for our core brands.
“Our online Explorers community will help us develop loyalty to the brand, increase frequency and relevance of contact and effectively measure increases in consumption and commitment.”