Scotch maker starts global relationship marketing programme
Whisky distiller 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/ direct mail/ SMS communications, entertaining and informative website content, integrated with existing mentoring activity and dedicated events.
A major element of this activity is the Glenfiddich Explorers website, a web-based worldwide community, created by integrated agency, Kitcatt Nohr Alexander Shaw, aimed at providing interesting content on whisky to encourage closer consumer engagement with the brand.
The RM activity rolled out across some of Glenfiddich’s core markets worldwide, including the UK, in May, and selected markets will follow later this year. The new relationship-building programme aims to reinforce the brand’s 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