First Drinks Brands, the UK distributor and marketer of Glenfiddich, is briefing several direct marketing agencies to develop a strategy that will encourage the brand's 3.3m consumers to drink Glenfiddich more regularly.
The activity will aim to broaden awareness of the Glenfiddich range, which includes a 1937 variant that is sold for up to £10,000 because of its rarity.
While most malt whisky drinkers know of Glenfiddich's 12-year-old Special Reserve, the brand also wants to promote the Caoran Reserve Single Malt that it launched last October.
The agency hunt marks a relatively late arrival for Glenfiddich on the relationship marketing scene. The Macallan has a long-running scheme which is handled by WWAV Rapp Collins, while whisky drinkers are also targeted by clubs such as Friends of Laphroaig and Glenmorangie's DM programme.
Nick Williamson, Glenfiddich senior brand manager, declined to reveal the budget or the agencies involved.
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