Spirits marketer Castle Brands has launched a website for its Irish single malt whiskey Knappogue Castle Whiskey, marking the culmination of the development of a new interactive online strategy for the company by STC Associates.

The Knappogue Castle Whiskey brand was launched over a decade ago, and STC said the creation of the new interactive website would introduce the brand to a new generation of elite drinkers.

"STC Associates wanted to bring the realm of interactivity to the product to broaden its relationship with whiskey drinkers," said Sophie Ann Terrisse, CEO of STC Associates.  "Working with Castle Brands for over a decade, we understand the importance of keeping true to the brand and the drinking experience. We took into account these factors and created a site that reaches a new audience while keeping the relationship personal.  It's not just a brand, it's an experience."

The website uses 3D interactive technology to tell the story of Knappogue Castle, with visitors to the site given the chance to "visit" individual rooms of the castle, absorbing its history while learning about the production process for single malt Irish whiskey.