Promote the brand’s premium credentials amongst the on-trade and build brand advocacy.
We created Glenfiddich Malt Mastermind, an annual event to find the UK’s most enthusiastic malt advocate. Launched and promoted through the drinks trade press, the entrants were recruited via Glenfiddich’s brand ambassador, the on-trade sales team and social media activity. The competitive final took place over the course of a day with four expert judges assessing a variety of skills and knowledge. Key on-trade journalists and customers were invited to observe the day. The winner received prize money, a trophy and a VIP trip to the distillery plus the title of Glenfiddich Ambassador which will see him act in that capacity at various on-trade events for the brand throughout the year.
Over 120 entries from premium on-trade establishments and widespread coverage both at launch and for the winner announcement in the trade press.