Penderyn whiskey distills a batch of social media-infused sales
Penderyn, a small whiskey producer in Wales, is trying to compete in a market dominated by major Scotch, Irish and US brands. It produces in a year roughly the same as the big distillers distribute each day.
To raise global awareness, Penderyn hired PR consultants Brazil with a modest £3,000 budget. The plan? They sent samples and information to whiskey bloggers, and invited them to the distillery in Wales. Online interaction grew, mentions on Twitter soared, and most importantly sales jumped by 34%.
During the campaign, its Facebook fan count grew to 1,600 and has since topped 2,800. And Penderyn, lacking the resource for large-scale conventional market research, used the growing interaction to gather the views of customers and whiskey fans.
The research showed people like the company’s distinctive bottles (which deliberately avoid stereotypical Welsh images such as dragons or daffodils). They also like the company’s use of the Scotch-style “whisky” spelling, rather than the Irish or American “whiskey.” Furthermore, managing director Stephen Davies told New Media Age: “Most importantly, we’ve researched drinking habits and are pleased to find people aren’t just collecting our bottles, they are actually drinking them.”