Chivas Regal is to launch a “major overhaul” of its digital marketing strategy as it becomes the latest whisky brand to ramp up its online activity in a bid to broaden appeal.
The Pernod Ricard-owned drink has launched a new website and digital campaign, the first phase of a wave of online activity created by Isobar agency De-construct, which aims to develop “long-term global strategy” for the brand.
The agency has developed a “modular” system that enables each market to customise the website to match local marketing requirements.
The Scotch whisky’s deeper push into digital follows a similar recent move by single malt whisky brand Glenfiddich, which last month launched its first global CRM programme, Glenfiddich Explorers, in a bid to attract male drinkers aged over 30.
And The Famous Grouse also recently launched its first digital campaign to promote the whisky to people buying gifts for Father’s Day.
Jamie Lister, director at Drink Works, says the move into digital is not just about appealing to a younger demographic but about finding new ways of pushing the “connoisseurship” of whisky by generating new content and interest in the brand.
To this end, Jameson Irish Whiskey has launched a new product website, created by Libertine, which gives consumers “the opportunity to learn all there is to know about Jameson at the touch of a button”.
The site features a section called “Ask the Jameson masters”, which allows users to put questions about the “art of whiskey making” to distillery staff.