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Bruichladdich's influencer campaign to promote new release to US whiskey fans

Whisky maker Bruichladdich is using the power of social media influencers to promote the 11th series of its limited-edition single malt, Octomore, in the US.

The Islay distiller and its agency Subculture Club partnered with influencer marketing platform Perlu to develop a three-phase content program to promote the heavily peated expression.

Perlu identified 11 individuals with strong standing in the whiskey influencer community - dubbed the Octomore 11 - who were granted exclusive access to the team behind the whisky and challenged to co-author an 'Ultimate Insider's Guide to Octomore 11' for US whiskey drinkers. Their access included sessions with Bruichladdich's head distiller Adam Hannett and other distillery team members.

The influencers' input has been compiled into a six-part multimedia blog series, which forms the core of the Octmore guide. These range from a video tasting session of the whisky and a food and whisky pairing guide, to posts on the history of Bruichladdich and the Octomore series.

Each member of the Octomore 11 collective has also created content for social media about their involvement with the project and to showcase the Insider's Guide and their experiences of sampling the whisky.

Bruichladdich said the campagin generated more than 100 pieces of original influencer content, reached an audience of 1.2 million on social media alone. It added that the content on Instagram achieved an average engagement rate of 4.7 per cent, nearly four times the average engagement rate recorded in the alcohol sector in 2020.

29 January 2021 - Bethany Whymark