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The Glenlivet relaunches website to focus on content

Pernod Ricard-owned whisky brand The Glenlivet has today launched a new brand website as it places a greater focus on content and its CRM programme, The Guardians of The Glenlivet.

The site has been redeveloped as an interactive, responsive content hub for better recruitment and retention of brand advocates, while an overhaul of The Glenlivet’s social channels has seen the brand create an Instagram presence to help communicate the brand’s personality to its audience.

Developed by Zone the website now has a greater focus on the brand's Guardians of The Glenlivet initiative, which has been expanded to include ongoing whisky information, lifestyle content, digital activations, brand partnerships and exclusive experiences to its members across 40 markets.

Ary Ganeshalingam, The Glenlivet global marketing manager, said: “The single malt whisky category is currently the fastest growing spirits category in the world. Creating brand differentiation in the category is a challenge. Recommendation from trusted friends is key, which is why strengthening The Glenlivet’s CRM programme and building even more advocates online is crucial to maximising its brand potential.”

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