News & Events

from Ian Macleod Distillers

Glengoyne Distillery to optimise opportunities with appointment of online marketing agency

2nd October 2008

Dumgoyne, 01 October 2008; Glengoyne Distillery has appointed internet-marketing company, Mackerel Media, to develop its website www.glengoyne.com, with a view to improving online visibility, attracting new customers and increasing sales and awareness of the online distillery shop.

Working with Glengoyne Distillery's existing web developer, award-winning agency, Greenparka, Mackerel Media will implement an integrated online marketing strategy to develop the website, including detailed research of online customer search patterns, organic search engine optimisation and web analytics. Mackerel Media will also develop the blog strategy of the site to allow Glengoyne to extend its efforts to engage and interact with customers directly.

To enable Glengoyne to better engage with its customers, Mackerel Media will also develop of the site's blog strategy develop

As well as increasing visibility of glengoyne.com to the global whisky market, key priorities for Mackerel Media will be to raise the profile and increase the effectiveness of the online Glengoyne store, with a view to increasing sales of the full product range, including limited edition bottlings, personalised bottles and Glengoyne's Single Cask offering. Further services at the distillery, including their conference and meeting facilities and the wide selection of tours and blending sessions will also be promoted.

Mackerel Media's appointment follows the recent re-launch of the Glengoyne website, which aims to encourage greater customer interaction, involvement and sense of ownership of the Glengoyne brand. New functions in the site include, User Generated Content opportunities for visitors to upload their own YouTube videos, post their own tasting notes and 'Ask the Distillery' any elusive whisky questions they have always wanted to find out.

Nick Craig, founder of Mackerel Media, said: "We are delighted to be working with Glengoyne Distillery. At Mackerel Media we are building our experience and reputation working with independent, quality brands, who share our commitment to excellence and passion for what they do.  Glengoyne Distillery is the perfect example of a business with a genuine story, strong heritage and enthusiasm for its product."

Iain Weir, Marketing Director for Ian Macleod Distillers, brand owner of Glengoyne commented:  Our website is very much the shop window for Glengoyne and often the first reference point for customers looking to learn more about our whisky. While our redeveloped site simplifies customer navigation and introduces new services, research from Mackerel Media has found glengoyne.com has a relatively low profile online and may be overlooked by whisky enthusiasts unfamiliar with our brand.

By implementing an online marketing strategy, we have a fantastic opportunity to utilise the internet to increase brand visibility and awareness, introducing Glengoyne to new customers in the UK and beyond."

For further information visit www.glengoyne.com

www.mackerelmedia.co.uk

ends-

Glengoyne Highland Single Malt Scotch Whisky encourages responsible drinking

www.drinkaware.co.uk  www.scotch-whisky.org.uk

 

For further information contact:

Media/image enquires contact:

Alison Methven / Kerry Teakle

Profile Plus

t: 0131 554 6111

e: am@profileplus.co.uk  / kt@profileplus.co.uk     

 

Iain Weir                                                        

Marketing  Director                               

Ian Macleod Distillers Ltd                              

T: 01506 852205                                              

E: iain@ianmacleod.com                                   

 

Notes to editor:

The Glengoyne Distillery is situated in a wooded valley in the southern Highlands of Scotland close to a small river that flows into the famous Loch Lomond.  The distillery, which takes its name from "Glen Guin" or Glen of the Wild Geese, has been producing an exceptional single malt scotch whisky for nearly 200 years.

Glengoyne is one of the few distilleries producing whisky in this part of Scotland today. However, at the beginning of the nineteenth century it is recorded that at least eighteen whisky stills were in operation in this area.  But these, like many others at that time, were illegal.  Whisky producers were forced to produce whisky illicitly as they were unable to pay the heavy taxes imposed by the government on spirit production to fund wars against France.  Smuggling became rife and the hills and glens around Glengoyne formed a perfect cover for this lawless activity.

It was not until the 1820's that an Act of Parliament was passed reducing the duty on spirit and the cost of a licence to distil which put an end to illegal production.  This gave rise to a rush of stills being legalised including those at Glengoyne in 1833.  It is reputed that Glengoyne was one of a few stills to be licensed in the southern Highlands due to the high quality of whisky it produced.

Sir Walter Scott's novels capture the romance and intrigue of this period in Scottish history.  In particular, with his character, Rob Roy, who was renowned for cattle thieving and other activities and is believed to have once escaped the law by hiding in an oak tree just 300 metres from the Glengoyne Distillery.

Glengoyne, working continually since it was founded, was first-owned by George Connell who erected a distillery and took a lease on the surrounding land; he also built a warehouse which is still very much in use today.   In 1876, the Lang Brothers from neighbouring Glasgow bought the distillery and ownership still remains in Scottish hands with the Edrington Group taking over the distillery in the 1960's and the Independent, Scottish, family owned business, Ian Macleod Distillers Ltd. acquiring the distillery in 2003.

The changes in ownership have done little to affect production of this unique malt as the traditional working methods have been passed from generation to generation to create this subtle, complex whisky in which all the delicate flavours are freely allowed to express themselves. 

Mackerel Media

Mackerel Media is an independent digital marketing agency founded by Nick Craig that specialises in helping clients realise the maximum possible return on the their investment in the internet. Providing a range of services including strategic consultancy, search engine optimisation (SEO), pay-per-click advertising (PPC), online PR and social media marketing, the company is fast developing an enviable reputation for delivering results.

Prior to establishing Mackerel Media, Nick founded and ran *greenparka, the leading full-service digital arm of Graphic Partners. His 7-year tenure saw him working with clients in areas as diverse as Professional Services, Financial Services, Software, FMCG, Commercial Property, Higher Education, Not-For-Profit, Health, Travel, House Building and Estate Agency.