SCOTLAND. As part of its 175th anniversary celebrations, Glengoyne Distillery has relaunched its website www.glengoyne.com with the aim of encouraging greater customer interaction and involvement.
 |
Glengoyne’s new website gives customers the opportunity to “develop a deeper sense of ownership of Glengoyne” |
Principally developed for the consumer market by web design agency Greenparka, the new website gives customers the opportunity to “develop a deeper sense of ownership of Glengoyne”, as well as learn directly from the whisky-making masters behind the brand.
Whether visitors wish to upload a YouTube video of their trip to the distillery or watch a blending session and whisky tasting, the new site is designed as an open invitation for customers to contribute with greater freedom than ever before, said Glengoyne, part of the Ian Macleod Distillers group.
 |
The “˜Ask the Distillery’ page is a personal hotline to the extensive knowledge of the Glengoyne Distillery team |
For example, whisky lovers may visit the “˜Ask the Distillery’ page to pose questions to the Glengoyne Distillery Manager and his team. And the “˜Range Tasting Notes’ page lets customers pit their skills against the Glengoyne experts by posting their own tasting notes and reviews of the Glengoyne collection. There is also a “˜Contact Us’ page for general enquiries.
Greenparka Head of Digital Charlie Cutler commented: “Glengoyne has always been excellent at listening to and engaging with their customers. They have demonstrated this again by really embracing the concept of user generated content allowing their customers to create and share their own tasting notes.”
As well as improving aesthetics and simplifying customer navigation, one of the key aims in the re-vamp was to increase Glengoyne’s online presence, said the company. In addition to developing User Generated Content opportunities, a structured online marketing and optimisation programme will be implemented by Mackerel Media, which will be supported by PR and online promotions.
Nick Craig, Founder of digital marketing specialists Mackerel Media, said: “I’ve always thought of Glengoyne as an unsung hero of Single Malt Whisky. Those who try it tend to fall in love with it and remain loyal and enthusiastic customers. Yet, it has a relatively low online profile. Our aim is to greatly increase the visibility of the brand and grow awareness amongst those who enjoy single malt, but haven’t had the pleasure of the real taste of malt.”
The enhanced site also allows Glengoyne to promote its new Whisky Bus service running daily from seven pick-up points around Glasgow city centre. Transporting customers to/from the distillery, the Whisky Bus entertains them with nosing competitions and stories of whisky smuggling, before a tour and dram of whisky.
 |
The enhanced site allows Glengoyne to promote its new Whisky Bus service running daily from Glasgow city centre |
Ian Macleod Distillers Marketing Director Iain Weir commented: “At Glengoyne, we are lucky to have strong support and good will from across the online world, especially from bloggers and independent whisky websites. I hope by making www.glengoyne.com more interactive, interesting and visible on the web, we will bring some more of their enthusiasm and passion for our whisky to our new site.
“Greenparka has done a fantastic job in understanding both the needs and desires of our customers. I am delighted with the website and expect it to bring a new, more intimate dimension to Glengoyne for all visitors, old and new.”
MORE STORIES ON GLENGOYNE
Glengoyne unveils first-ever miniature pack – 11/07/08
Glengoyne revisits roots with Shiraz cask finish – 17/06/08
Glengoyne Burnfoot wins accolades for “˜marrying hi-tech and heritage’ – 26/02/08
Glengoyne goes for gold with exclusive Vintage 1972 – 08/08/07
[comments]
Your post will appear – once approved – in The Moodie Forum on our home page
