William Grant & Sons
The makers of Glenfiddich, Hendrick’s Gin and Sailor Jerry Rum, William Grant & Sons, have launched Clink, a new e-commerce platform that gives consumers direct access to the company’s pick of spirits brands together with topical cocktail recipes, ingredients, serving suggestions and gift ideas related to trending current affairs and special occasions.
Alongside the company’s continued investment in developing its own distribution and route-to-market infrastructure around the world, the industry-leading launch of Clink is an example of how a fifth-generation family-owned business with more than 130 years’ distilling experience is maintaining its relevance and appeal to discerning consumers.
The decision to develop Clink was based on data and insights around the shifts the company is experiencing in consumer behaviour. This has been further highlighted by the sharp increase in the proportion of its revenue coming from e-commerce. Periodically, in certain priority markets, online sales have accounted for 15% of total business.
This new offering will form a key part of the company’s digital transformation and e-commerce journey, which will enable it to become a more consumer centric business for generations to come. In Q3 and Q4, William Grant & Sons’ media budget always reaches over £1.5m, its highest in the year, as it prepares for the festive season. The company will be increasing its advertising spend and will soon be looking for new agencies to drive consumers to its new D2C platform. Is this the type of company you want to work with?