The Glenmorangie Company: Ardbeg Rollercoaster - Roll up! Roll up!

Story UK Ltd.

ENTRY INFORMATION

Category: Retail/Direct Sales
Country where program ran: UK/worldwide
Date program started/ended: 1st February 2010

Product Description: Ardbeg Rollercoaster - Single Malt Scotch Whisky. To celebrate the Committee's 10th Anniversary, we created a limited edition whisky taken from rare casks from ten different years, named Rollercoaster.

Advertiser/Client Name: The Glenmorangie Company
Media Channels: Direct Mail
Other
Website: www.ardbeg.com/rollercoaster

STRATEGY

Marketplace Challenge:

Ardbeg Malt Whisky is made on the small Scottish island of Islay. Ardbeg's CRM programme, The Ardbeg Committee consists of 52,000 members in 120 countries. To celebrate the 10th Anniversary of the Committee, we created a new bottling named Rollercoaster. The bottling was created from whisky taken from rare casks from ten different years. Usually when we create a special bottling we release around 3000. This time we created 13,000 and set out on an ambitious sales drive. We also set out on a data-capture exercise, asking people to sign up to receive information on forthcoming Anniversary parties around the world.