eCRM programme to distill whisky loyalty

One of Scotland’s best-known malt whisky brands is launching a global relationship marketing programme aimed at building consumer loyalty. Glenfiddich Single Malt, owned by the independent family business William Grant & Sons, is working with Kitcatt Nohr Alexander Shaw on multi-channel activity, including email, direct mail, SMS and a web-based community.

Utadi Murphy, global relationship marketing manager at William Grant & Sons, says: “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.”

Targeted at “smart, modern and experienced” men aged 35 and over, the activity will roll out globally following its launch in the UK. Consumers are invited via emails and banner ads to register at the Explorers section of www.glenfiddich.com .The distiller recently reamped the website for its Balvenie brand by inviting tasting notes and ratings – Explorers includes a blog, films, editorial and ineractive elements.

Marc Nohr, managing partner at Kitcatt Nohr, says: “Glenfiddich is an iconic Scotch whisky brand around the world, so we’re very proud to have created their global eCRM programme. We particularly wanted to help the Glenfiddich brand create a deeper emotional bond with its existing and future consumers. To achieve this we championed all the elements of whisky making and drinking which make Glenfiddich the world-leading Single Malt Scotch whisky. The resulting relationship marketing programme will offer Glenfiddich consumers a richer relationship with the brand.”

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