anCnoc Launches Podcast to Attract New Whisky Market
Date Posted: 04 Jul 07
Posted By: Tania
Keywords: None
Date: 01 Jan 01
anCnoc Launches Podcast to Attract New Whisky Market
anCnoc Highland Single Malt Scotch Whisky launched a selection of free downloadable podcasts for whisky lovers today on their new website, in a bid to attract the current flourishing younger whisky market and to communicate with the industry’s ever expanding international consumer base.
Through its podcasts anCnoc is leading the whisky revolution, bringing the spirit into the 21st century and tapping into today’s modern online culture - introducing the special experience of a tutored one-to-one taste to whisky lovers world wide, to enjoy in the comfort of their own home. anCnoc has launched the podcasts in response to modern attitudes to whisky both at home and abroad, with novices and connoisseurs alike sharing a thirst for brand information. Further to the success of initiatives such as singlemalttv.com - an online channel dedicated wholly to the delights of malt whisky, distilleries and everything surrounding it.
After downloading the podcast, users can select from various sections including a specialist master class from whisky guru, Jim Murray, the charismatic writer of the much praised, ‘Whisky Bible’ to a debate from radical whisky modernist Scott Gemmel of LA Bar Tenders on using single malt whisky as a cocktail base -still a blasphemous suggestion to some! There is also the chance to get to know some of the characters behind the award winning dram and to learn about the heritage and process of whisky making from Stuart Harvey anCnoc’s Master Blender. In addition, to support the launch of the anCnocast, anCnoc will be offering 100 lucky winners the chance to win their own personalised 30GB iPod, as part of an upweighted and integrated marketing campaign.
Nicola Ball, Brand Manager of anCnoc commented:
“Podcasts are an ever growing forum for people to access information about their passions. The whisky industry is often criticised for being too set in its ways, however today’s launch proves that you can mix good quality single malt whisky with innovative ideas to produce exciting new ways for whisky lovers to engage with the product. Providing enthusiasts with the opportunity to have a virtual one-on-one whisky masterclass with the world’s leading whisky critic, Jim Murray in the comfort of their own home- who would say no to that?”
Another dimension to the new web site is that users will be navigated by eight anCnoc ambassadors – whisky lovers who were specially selected earlier this year through a competition for their love of whisky and passion for the anCnoc brand. The ambassadors entered to win the coveted title and to have their thoughts and passions for the amber nectar immortalised online.
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