The Glenmorangie Company

Story UK

THE TEAM

Dave Mullen, Rebecca Wood, Olivia Donaldson, Laetitia Drexler, Sheila Gallagher, Jenny Emslie, Manos Riglis, Felicity Bradley, Graham Robb.
Other contributors: David Boni – Director, GreenRoom Films, Selina Wagner – Animator/illustrator.

WHAT IS WONDERFUL ABOUT THIS WORK?

The culmination of a two year strategy to put Corryvreckan whisky on general release, in 24 hours we achieved a 37% open rate. Within a month, the cost was £7.30 per sale (£59.99 per bottle with 4,956 bottles sold).

OBJECTIVES

To launch the general release of Corryvreckan, build the Glenmorangie brand, acquire new members, gather and clean data. Create a viral effect and buzz, provide a PR platform and keep the global audience close to the heart of the brand: Islay.

STRATEGY AND TARGETING

The Ardbeg Committee now consists of 50,000 fans in 121 countries. Over the years we have fostered an evangelical following. Our original goal was to involve the Committee in shaping the destiny of the distillery. 10 years on, members get the opportunity to shape the whisky actually produced and are happy to pay for and sample new bottlings. They're effectively our global focus group. Our limited edition Committee bottlings serve as road tests for feedback before we commit to general release. These invariably become collectors' items.