Agency: The Union | Authors: Scott Howard |
Scottish Awards 2001
Ardbeg
Success on the web
SUMMARY
This paper analyses the impact of the sale of a limited number of the very rare '1976 Single Cask' Ardbeg Single Malt Whisky purely online, and not in any other form of distribution outlet. The purpose of putting such a rare whisky into the public domain was to stimulate website activity, particularly to increase the rate of growth of membership of their customer relationship management programme The Ardbeg Committee a programme that relies on both online and offline recruitment. We...