Glengoyne Distillery Live Tasting Event

Glengoyne

Glengoyne

Live Tasting Event

Glengoyne Distillery is situated in a wooded valley in the southern Highlands of Scotland and has been producing an exceptional single malt scotch whisky for nearly 200 years.  Online, Glengoyne have a worldwide audience who are very loyal to the brand.

Project Brief

Glengoyne have built up a database of whisky lovers throughout the world.  Members of this exclusive club otherwise known as the ‘Family’ are loyal to the brand and love the Distillery; and they generally can’t wait to get their hands on the next exclusive bottling of Glengoyne.

With this in mind, they wanted to find a way of bringing together this loyal fanbase for a special online event to say thank you! Their ambitions for the event were to:

  • Launch the next Glengoyne single cask bottling with a bang 
  • Reward their loyal Family members with something really special 
  • Allow their database from around the world to engage with one another live
  • Grow their database
  • Generate a real buzz amongst Glengoyne’s extended online community
  • Trial a unique concept with the ambition to turn it into an annual event

What We Did

We worked on a strategic digital plan combining email marketing, social media as well as online registration software. 

Registration

In order to manage registrations effectively, we chose to make use of online ticketing software, Eventbrite. Although the event was open to all Family members, we limited the number of participants to 2000 places to maintain an element of exclusivity and to entice registrations.

Email

In order to guarantee registrations, a tactical email marketing plan was formulated with a series of campaigns deployed to the global Family 6 weeks prior to the event,  encouraging them to register and  ‘tune in’ on the night. Email marketing was also used to deploy a unique URL to attendees. This meant that only those with a unique link could take part. 

Social Media

Glengoyne’s social channels (with thousands of followers) were employed before, during and after the event. 

  • Facebook promoted posts - encouraging registrations
  • Twitter build up prior to event
  • Live tweets and Facebook posts on the night
  • Twitter used to take additional questions from attendees on the night

The Video Production

  • The production took place in a 150 year old Distillery Warehouse. 
  • Three rare 25 Year Old Glengoyne casks were opened live and presented to viewers by TV presenter Stephen Jardine along with Distillery Manager Robbie Hughes and Brand Heritage Manager, Stuart Hendry. 
  • The two Glengoyne whisky experts provided detailed live tasting notes along with ongoing comment and debate. 
  • The panel took questions from those logged in via the live web chat so that viewers could make an informed decision as to which cask to vote for.
  • Voting then took place and the winning cask was revealed at 8pm and just before the production ended. 

The Results

  • DADI award winner for the category ‘Video Website/ Use of Video’.
  • Over 450 Family members tuned in and engaged with one another from all corners of the globe including Sweden, Germany, South Africa, USA and Brazil.
  • Over 1,100 messages logged in the live web chat before, during and after the event.
  • Invaluable YouTube video content shared across Glenoyne’s online. communities (Twitter, Facebook, Kiltr) -  2,500+ views since videos uploaded
  • 25 bottles ordered immediately post event.

Key Statistics

A world First

A live tasting event had never been done for the Scotch Malt Whisky industry before Glengoyne Live

Global Audience

Family members tuned in from 23 different countries across the globe

Active Participants

Over 450 Family members engaged with the Live tasting event on the night

"Fantastic show! Hope it happens again"

Ronnie B, Glengoyne Family Member

Watch the Post Tasting Discussion

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