To create a brand relationship programme that offers discerning consumers of The Glenlivet single malt Scotch whisky a unique insight into the brand and rewards their loyalty.


We devised, launched and managed ‘The Glenlivet Guardians’, an eCRM programme that gives its members access to private tastings, limited edition releases, exclusive digital content and invitations to unique events. A tiered membership system that rewarded engagement and advocacy became the main digital destination for brand-loyal customers. 

A series of exclusive member-only activations and events were created, putting the Guardians community at heart of the brand experience at venues such as Abbey Road Recording Studios in London


Currently there are more than 140,000 registered The Glenlivet Guardians worldwide with access to the exclusive The Glenlivet Guardians Blog and members-only events and on average more than 30,000 unique visitors per month!


It was a great event, another of those that make us feel that we are the Guardians and we are important to The Glenlivet
— Tom Alanko, Guardian Ambassador, Spain
The overall experience was, in one word, ‘awesome’. The way The Glenlivet handles its ‘Guardians’ is unique
— Tino Brasz, Guardian Ambassador, The Netherlands