Penderyn whiskey distills a batch of social media-infused sales
We always like those stories where a small, regional brand makes a big global impression thanks to its smart use of social media. Here’s one which had us raising a glass.
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.”
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Penderyn whiskey distills a batch of social media-infused sales http://ow.ly/18SSCn
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Whiskey firm distills batch of #socialmedia -infused sales – SMI blog post http://tinyurl.com/33lt3bg #social
This comment was originally posted on Twitter
Welsh whisky distills #socialmedia -infused sales – our new blog post for @socialinfluence http://tinyurl.com/33lt3bg
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Penderyn whiskey distills a batch of social media-infused sales http://ow.ly/1qPq9Z < Smart SM use enables Welsh brand to compete w big boys
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Penderyn whiskey distills a batch of social media-infused sales | SMI http://bit.ly/btMXm0
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Penderyn whiskey distills a batch of social media-infused sales (via my6sense) http://tinyurl.com/2g5sgpz
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Think you should check the spelling of the headline!!
Penderyn whiskey distills a batch of social media-infused sales http://ow.ly/1qPq9Z #UK
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Another great read, don’t send your customers into an online black hole (i.e. Facebook): http://is.gd/eVefL
This comment was originally posted on eBiz Profit Solutions
Mike – the SMI house style is US English, so “whiskey” is correct.
Superb study of a regional #whisky brand using #socialmedia to great effect. Also, lovely whisky , I’ve tried it! http://ow.ly/2Angj
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P Why do your followers “Like” your Facebook page? http://bit.ly/cbOfty
This comment was originally posted on eBiz Profit Solutions
Why do you think your followers “Like” your Facebook page? The results may surprise you. http://bit.ly/cbOfty
This comment was originally posted on eBiz Profit Solutions
Why do you think your followers “Like” your Facebook page? The results may surprise you. http://bit.ly/cbOfty
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