Pernod Ricard UK has launched a digital campaign featuring a prize draw, coupons and direct marketing to build long-term loyalty of its whisky brand, The Glenlivet.

It has emailed 100,000 target consumers – whisky-loving men aged 40 and over – to offer them a chance to win “the tasting opportunity of a lifetime” – an all-expenses-paid trip for six people to the distillery in Speyside.

People who fail to win the first prize are being invited to join The Glenlivet online community, where they can log onto a dedicated microsite, developed by digital agency The Reading Room.

Here, they are offered the chance to sample the brand with a coupon providing £2 off their next purchase of The Glenlivet 12 Year Old. They can also hold their own home tasting session by logging on to online tutorials conducted by top whisky experts. Monthly newsletters will provide further insights and information.

Early next year, members will be offered more money-off coupons to encourage them to trade up from the 12 Year Old to the 15 Year Old.

Patrick Venning, head of marketing for whiskies at Pernod Ricard UK, said: “We’re seeing the internet becoming a really powerful tool to engage with our over-40 consumer, particularly on brands like The Glenlivet.

“The site we’re creating and the campaign that supports it will be a wonderful resource that allows whisky lovers to take the time to enjoy the rich heritage of The Glenlivet in a way that builds on their enjoyment of this great whisky.”

Margaret Manning, chief executive of Reading Room, said: “Many of Reading Room’s staff are past masters in whisky drinking and it is good to see that their years of experience are being put to good use.

“We are thrilled to be working with such an exciting and enduring brand as The Glenlivet. And we anticipate that the campaign will continue to build on their impressive reputation.”