THE GLENLIVET LAUNCHES INTERACTIVE WEBSITE WITH INCREASED FOCUS ON CONSUMER ENGAGEMENT

Building on the brand’s success, The Glenlivet has launched a new website with increased focus on their CRM programme, The Guardians of The Glenlivet.

Working with digital agency Zone, the brand aims to continue to grow The Glenlivet and build on its position as a market leader in the competitive single malt category.

The new brand site has been redeveloped as an interactive, responsive content hub for better recruitment and retention of brand advocates.  An overhaul of The Glenlivet’s social channels has seen Instagram added, to help communicate the brand’s personality to its audience.

As part of the website launch, the brand’s CRM programme, The Guardians of The Glenlivet, has been expanded to include ongoing global delivery of whisky information, lifestyle content, digital activations, brand partnerships and exclusive experiences to its members across 40 markets.

Ary Ganeshalingam, The Glenlivet Global Marketing Manager, remarked: “The single malt whisky category is currently the fastest growing spirits category in the world. Creating brand differentiation in the category is a challenge. Recommendation from trusted friends is key, which is why strengthening The Glenlivet’s CRM programme and building even more advocates online is crucial to maximising its brand potential.”

Jon Davie, UK CEO at Zone said: “Taking a holistic approach to creating content and experiences for consumers is key – driving them through the same, engaging experiences across every channel. We’ve used multichannel content to deliver a consistent and emotionally compelling celebration of original thinking.”