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A New Volume

First Drinks Brands

Issue 1 | July 2008

Background

First distilled in 1887, Glenfiddich Single Malt Scotch whisky is still produced in the same way as it was 119 years ago, which is why every bottle proclaims that it is ‘Made without Compromise’.

Oddbins presented a distribution challenge. They had positioned themselves as wine and malt specialists on the high street. Each of their 320 stores stocks a selection of up to 100 malts. Research indicated that customers are ‘ripe’, with one in 10 having drunk Glenfiddich in the past month. This was not being reflected in sales. In fact, Oddbins sales were well below that of other Off Trade outlets. Field research revealed that the store managers had firm malt preferences, with somewhat negative opinions about Glenfiddich. A need for direct intervention at store level was identified in order to change perceptions.

Presky Maves' challenge was to use targeted media to cost effectively increase Glenfiddich Special Reserve 12 Year Old rate-of-sale at store level…by increasing quality perceptions…thus transforming Oddbins store managers into brand ambassadors.

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