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UK: William Grant sees potential to further online sales

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Whisky distiller William Grant & Sons believe there is still a "huge" opportunity for online sales across its portfolio of brands in the UK.

The company is working closely with its key customers, including Ocado, Sainsbury's and Tesco, who have online routes to market, in a bid to continue the growth of its portfolio, a spokesperson for the company said.

"Online is growing for Glenfiddich and is growing across the board with all of our brands, said Andy Corris of First Drinks, the distribution arm of William Grant. "There is still a huge opportunity where online is concerned and we are doing more and more marketing activity online as well as it being a key means for us to get to consumers during their everyday lives."

Last month William Grant & Sons launched a global relationship marketing programme for its Glenfiddich single malt Scotch whisky brand using e-mail, postal and SMS communications.

Corris believes that, despite the economic downturn, the Glenfiddich brand in particular, is continuing to perform well as a result of the company's heavyweight marketing investments.

"We're extremely happy with Glenfiddich's performance despite the obviously tough trading conditions," he said. "Our 15-year old blend is performing extremely well, which for us shows that consumers are looking for value for money ... rather than just cheap spirits.

"We are a family-owned company and we're not reliant on the city and shareholders for short-terms results. So fortunately, our business is one in which we take the long-term view and we make decisions, which prove beneficial to our brands."

Corris said William Grant & Sons is preparing to launch its 1975 Glenfiddich Vintage Reserve this year, along with a number of other brand developments and product launches. Corris declined to comment further on these developments.


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