Diageo are responsible for more Single Malt Whisky brands than any other company. The objective for any of the Relationship Marketing, On and Offline media and Experiential Marketing, has been to increase the share of premium malts through bringing consumers a genuine and privileged insight to malt
whisky and the people who make it.
The flavour map was used at evening tasting events for consumers to deepen their brand loyalty through understanding. Without losing any of complexity of the product, which is one of its attractions, the map helps consumers deeper into appreciating the drink.
This is best achieved by integrating the events with direct marketing. Crucial to the success of either is developing a real understanding of the consumer’s affinity for the product and enhancing their access to the parts of the brand that interest them. Relationship marketing is a brilliant way to deepen consumers’ brand affinity through a two way dialogue.