An online banner and e-mail marketing campaign will encourage consumers to sign up for a Glenfiddich Explorers website which will give them access to content on whisky through what brand owner William Grant called a “worldwide community”.
Global relationship marketing manager Utadi Murphy said: “Relationship marketing is a key growth driver for our core brands.
“Our online community will provide visitors with stimulating insights into the pleasures of whisky drinking.
“It will help us to develop loyalty to the brand, increase frequency and relevance of contact, and effectively measure increases in consumption and commitment.”
Andy Corris, senior brand manager at UK distributor First Drinks, added: “Glenfiddich Explorers makes the world of single malt whisky more accessible to consumers who prefer to look for information online.”