The Glenlivet targets market leader through digital

The Glenlivet, the world's second biggest-selling single malt whisky is increasing its investment in digital as part of a plan to challenge market leader Glenfiddich.

Brand owner Pernod Ricard has appointed digital agency Grand Union to drive consumer engagement online.

The Glenlivet will roll out a Facebook page next week to encourage conversations about the brand.

The brand’s website will be relaunched later this year, bringing its eCRM programme, ‘The guardians of The Glenlivet’, in line with its main site.

The aim is to increase membership of the scheme, which stands at 14,000 people.

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