William Grant & Sons Ltd has launched a global relationship marketing programme for Glenfiddich Single Malt Scotch Whisky brand.

The Glenfiddich Explorers programme aims to cultivate direct and loyal relationships with whisky consumers globally via email, direct mail and SMS communications, website content and existing mentoring activity and dedicated Explorer events.

Kitcatt Nohr Alexander Shaw has created a Glenfiddich Explorers website, which is intended to be a web-based worldwide community, aimed at encouraging closer consumer engagement with the brand.

The new relationship-building programme reinforces the Glenfiddich brand message of ‘Every Year Counts’ and targets the ‘smart, modern and experienced’ man aged 35 years and over. The Glenfiddich Explorers microsite, www.glenfiddich.co.uk/explorers, features a blog and four sections which demonstrate the diversity of the award winning range of Glenfiddich Single Malt Scotch whiskies and celebrate their unique characteristics.

The activity kicks off in the UK now, with selected core markets around the world following later this year.