William Grant & Sons has launched a global relationship marketing programme for its Glenfiddich single malt Scotch whisky brand.

The family-owned distiller said today (1 June) that it will use e-mail, postal and SMS communications in the programme, which it started rolling out across some of Glenfiddich's core markets worldwide late last month. Financial details behind the activity were not disclosed.

A key element of the activity, which will target men aged 35 years and over, will be the Glenfiddich Explorers website, a community aimed at providing "content on whisky to encourage closer consumer engagement with the brand", the company said.

Consumers will be invited to register, on the Explorers section of the Glenfiddich website via an email marketing programme and an online banner campaign.

"Relationship marketing is a key growth driver for our core brands," said Utadi Murphy, William Grant's global relationship marketing manager. "Our online Explorers community will provide visitors with stimulating insights into the pleasures of whisky drinking and the distinctive taste of Glenfiddich. It will help us develop loyalty to the brand, increase frequency and relevance of contact and effectively measure increases in consumption and commitment."

Last month, William Grant confirmed a change of group marketing director, with the current MD of Bacardi's travel retail unit, Maurice Doyle, set to replace Steven Sturgeon, who left the company at the end of March to pursue interests outside the company.