Glenfiddish unveiles first phase of digital strategy

Posted on May 31, 2007
Filed Under Whisky Advertising, Whisky websites, WhiskyBuzz |

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Glenfiddish has launched phase one of its new website, Glenfiddich.com.
The site redevelopment is part of a £23m investment in the brand’s communications by the independent, family-owned Distiller of the Year William Grant & Sons Ltd.

Glenfiddich’s digital strategy ties in with the new ‘Every Year Counts’ fully integrated communications campaign to address key barriers to growth for the brand and cement unassailable category leadership. It will also form a major part of consumer relationship marketing initiatives moving forward as new and existing drinkers continue along the single malt journey.

The site, developed by DC Interact, supports the new brand positioning and ‘Every Year Counts’ campaign through content, functionality, imagery, language and tone of voice. In phase one, initial focus has been given on re-engaging and retaining existing users who have an interest in malt whisky by highlighting the distillery, range and ambassador blog. The second stage will highlight brand activities and integrate brand ambassador mentoring activities.

Commenting on the new site, Liz Hodson, Glenfiddich Global Brand Manger, said: “The web is second only to friends as a source of information for new whisky drinkers as they become engaged in the often complex and bewildering world of single malts. As a vital element of our new ‘Every Year Counts’ campaign, the new site will underline Glenfiddich’s malt credibility in a straightforward and approachable manner, giving consumers confidence to choose Glenfiddich in their drinking repertoire.”

Visit the new site here

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