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//Scotch Malt Whisky Society reveals flavour behaviour

Story has launched a brand new purchasing strategy entitled ‘Head first into flavour’. Members were sent an email inviting them to create their own flavour profile and have it matched to their perfect whisky bottling. They were then given a £10 off voucher as an incentive to buy.

Thereafter, every monthly communication was grouped by flavour. It was a change from the norm, and members could have been hesitant to embrace it – especially as it was a big re-education exercise for whisky selection. However, to everybody’s delight, the new strategy paid off – and The Scotch Malt Whisky Society have seen a significant uplift in sales year-on-year since the launch. 

Story is part of The Mission Marketing Group plc (the missiontm), the national marketing communications and advertising group including Addiction, April-Six, balloon dog, Big Communications, Bray Leino, RLA, Robson Brown, ThinkBDW and Yucca.


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