London, October 2009: Hand crafted niche single malt Scotch whisky distillery The Balvenie has achieved record-breaking open and click-through rates on their unique e-relationship marketing programme since it began working with leading email service provider Database Group Interactive (DbGi) six months ago.

The Balvenie email programme seeks to engage a growing number of single malt whisky fans around the World. DbGi has now managed over 20 highly targeted broadcasts for The Balvenie, directed at single malt enthusiasts in the USA, UK and France with distillery insight, new release news and details of local tasting events, designed to increase drinker loyalty and advocacy in an area where repertoire experimentation is the norm.

The Balvenie newsletter targets over 25,000 members of its Warehouse 24 programme and ‘warm’ non members every month in the UK and abroad. Since DbGi first started broadcasting these campaigns for The Balvenie in February, it has achieved an average open-rate of 60% and an average click-through rate of 25% for members of its ‘Warehouse 24’ programme vs national averages of 23.6% for opens and 11.5% for click throughs (Source: DMA National Email Benchmarking report)

David Mair, ambassador for The Balvenie Distillery based in Speyside in the Scottish Highlands explains: “We’d love to meet everyone who enjoys The Balvenie in person, but growing interest in our whisky means we have an ever bigger enthusiast group all around the world for which carefully crafted e-relationship marketing offers the perfect alternative. We’re delighted with the results achieved so far in partnership with DbGi who’ve really helped us keep the personal touch and optimise the effectiveness of the emails we send, which really show in the fantastic open and click-through rates as well as the drinker responses we get."

”We are looking forward to continuing to work together to help establish The Balvenie as the malt enthusiast’s favourite.”

Neil Barron, account manager for DbGi, adds: “Working alongside creative agency Me’n’u, we’re very happy with the results we’ve been achieving for The Balvenie. It’s very important for the distillery that they build an intimate relationship with their drinkers, and not to just ‘market’ at them and we’ve helped them achieve that balance with some highly effective email campaigns.

“Their eRM is highly targeted and multi-national so as well as improving their email deliverability and response rates, we’ve ensured their emails in foreign languages going to many different internet service providers look good on opening and function correctly in the right language.”

For more press information contact:
DbGi – Gavriel Shaw
Telephone: 020 7811 0171

Notes for editors
Now delivering over 80 million emails each month, London-based Database Group Interactive (DbGi) was one of the first email service providers to be established in the UK and has been a leading email broadcaster for over ten years. Clients cover travel, retail and charity sectors, including L’Oreal, Dyson, RSPB, Fish4, Travelbag and Experian. DbGi provides a full service digital offering, including: email transmission; integrated database solutions; and across the board campaign management services.

The Balvenie is a unique range of single malts created by David Stewart, The Balvenie Malt Master. Each has a very individual taste, but each is rich, luxuriously smooth and underpinned by the distinctively honeyed character of The Balvenie.

Produced in Speyside in the Scottish Highlands, the exceptional quality of The Balvenie Single Malt is due to the fact that The Balvenie Distillery retains and nurtures a high level of craftsmanship that other malt whisky producers no longer employ: nowhere else will you find a distillery that still grows its own barley, still malts in its own traditional floor maltings, still employs coopers to tend all the casks and a coppersmith to maintain the stills.

The Balvenie Single Malt Scotch Whisky is produced by William Grant & Sons Ltd ISC Distiller of the Year and family-owned distiller founded by William Grant in 1886 and today run by his direct descendants.

Published on: 2:40PM on 13th November 2009