PRESS VISITS AND EVENTS - THE GLENROTHES
The Glenrothes has always been hard to find as a single malt. It was decided to make a virtue of its scarcity.
The brief: To emphasise the rarity of The Glenrothes and its brand positioning as an understated malt of exceptional quality.
The approach: To organise an extensive programme of intimate press trips, hand-picking guests with the objective of being the perfect hosts, to highlight the convivial nature of The Glenrothes and to develop a number of kindred spirits in the media.
The results: Raising the profile of The Glenrothes has contributed to remarkable media plaudits and awards which have contributed to The Glenrothes becoming the fastest growing single malt Scotch whisky. In the UK volume has grown 300% from March 2007 to March 2008.
The follow up: Those who have visited the distillery on a press trip are sent a monthly newsletter to keep them in touch with developments. The programme continues to be a success and is being rolled out to key international markets.
The testimonial:
"Marcin’s attention to the important stuff, like details, his creativity, and probably above all his unbounded enthusiasm has infected us all. Without Marcin of course we’d be alive and well grounded; but with Marcin we’re flying higher than we ever thought we could."
Luke Tegner, Brand Director, The Glenrothes