William Grant & Sons has launched an online social network for Glenfiddich, making it the latest Scotch whisky brand to build a community for its consumers.

Glenfiddich Explorers is being launched as an online community this month, William Grant said today (22 May).

Consumers who register on the site will gain access to interviews and special features about Glenfiddich and its history, while they will also be able to chat to other registered 'Explorers' around the world. 

Some online communities for Scotch brands already exist, such as the Ardbeg Committee and Friends of Laphroaig.

Utadi Murphy, William Grant & Sons' global relationship marketing manager, said of Glenfiddich Explorers: "The launch of Explorers is a really exciting step for us and one which will provide visitors with stimulating insights into the pleasures of whisky drinking and the distinctive taste of Glenfiddich."

He added: "The launch follows the launch, earlier this year, of The Balvenie's new website, which features an online Whisky Shelf called Warehouse 24, and offers visitors the opportunity to rate and share notes on thousands of different single malt whiskies."