The brand, owned by William Grant & Sons and distributed by First Drinks Brands, wants to build a DM strategy that forges closer ties with its regular drinkers and broadens its appeal among new consumer segments.
Presky Maves, hired after a competitive pitch handled by the Incorporated Society of British Advertisers, will begin immediately on a customer relationship management strategy for the brand. Despite its size, Glenfiddich has not yet ventured into CRM, territory well-trodden by rivals such as Laphroaig and The Macallan.
The Glenfiddich brand has 3.3m regular UK consumers, according to First Drinks Brands.
The company wants to cross-sell variants and encourage consumers to upgrade to premium products. It also wants to promote its Caoran Reserve Single Malt, which launched last October.
Presky Maves is likely to oversee regular mailings for the brand, with bespoke offers targeted at different segments of the customer base.
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