The Glenlivet, , a whiskey brand Youtube Marketing

The Glenlivet
influencer marketing

Avocado Giant, a influencer marketing company, partnered with The Glenlivet, a whiskey brand from global liquor company Pernod Ricard, in a YouTube marketing campaign in March 2023. The goal was to raise brand awareness and build intimacy with The Glenlivet.

The Glenlivet influencer Marketing strategy

2023 Most frequently mentioned keywords in Korea
(Source: Open Survey)

High-end alcohol consumption was the trend in 2023. Especially among them, the popularity of high-ball or mixed whiskey has increased significantly among the younger generation. Also included was Pernod Ricard’s single malt whisky the Glenlivet.

Reflecting the rapidly increasing domestic demand for whiskey, The Glenlivet actively conducted offline marketing by conducting tasting events at Jamsil Lotte Department Store, Seongsu-dong, and The Hyundai Seoul pop-up stores. And while announcing the news of these offline pop-up events, we wanted to conduct mainstream influencer marketing to stimulate brand curiosity to potential online consumers.

The Glenlivet (Source: Pernod Ricard)

As a result, Avocado Giant, a influencer marketing company, selected a YouTube channel that specializes in reliable alcoholic beverages. I’m usually interested in whiskey, and I only selected channels that fit The Glenlivet’s brand image but are suitable for storytelling.

From March to June 23, a total of four influencer and one branded content per month were produced sequentially to attract continuous interest.

The Glenlivet influencer marekting 1

Man's Hobby

Alcohol specialty YouTube channel (Source: Men’s Hobbies YouTube)

In March, The Glenlivet was announced through a Men’s Hobbies channel of a whisky YouTuber with 260,000 subscribers.

Whiskey YouTube Marketing (Source: Man’s Hobby YouTube)

Men’s hobby channels do not reveal their faces and expose only the YouTuber’s upper body, so the video composition that can show the product in detail and the unique delivery voice stand out. Thanks to this, it helps you focus more on the product.

Recently, it has received great response through real reviews that influencer make, taste, and deliver high balls, which are popular with the younger generation, and subscriber comment events that present whiskey glasses. It was a big success, with 31,000 views, 1.5 thousand likes, and 1.2 thousand comments.

The Glenlivet influencer marekting 2

Water of Life - Whiskey

Whiskey YouTuber Marketing (Source: Water of Life YouTube)

Avocado Giant’s second chosen whiskey influencer YouTube channel is Water of Life – Whiskey, which has 186,000 YouTube subscribers.

The Glenlivet Branded Content Marketing

(Source: Water of Life YouTube)

The Glenlivet Branded Content Marketing

(Source: Water of Life YouTube)

Because it was a conversation-type content rather than a one-way product introduction, we were able to explain The Glenlivet’s brand history in a friendly way. After tasting, we encouraged comment participation through a subscriber review event along with detailed taste descriptions.

The Glenlivet Shorts Content Marketing
(Source: Water of Life YouTube)

In addition, we created YouTube shorts content, which is popular these days, to attract more people to the video. As a result, it received a good response with 18,000 views, 431 likes, and 572 comments

The Glenlivet influencer marekting 3

Drinkhouse

Liquor influencer Drinkhouse YouTube channel
(Source: Drinkhouse YouTube)

Soolhouse (Drinkhouse), which has 400,000 subscribers, produced informative content explaining the history of Scotch whiskey and why it became a world-famous alcoholic beverage, showing The Glenlivet’s brand identity in detail.

The Glenlivet Brand Story Content

(Source: Drinkhouse YouTube)

The Glenlivet Brand Story Content

(Source: Drinkhouse YouTube)

About 8 minutes of the approximately 16-minute video introduced the history of whiskey and The Glenlivet’s brand story.

It was informative and interesting, like an interesting historical documentary program, and drew a positive response from subscribers.

The Glenlivet Branded Content
(Source: Drinkhouse YouTube)

This was followed by tastings and product reviews, introduction of two versions of highball and whiskey shower recipes, and as a result of not missing the subscriber event. It received 49,000 views, 14,000 likes, and 300 comments, greatly increasing the awareness and favorability of The Glenlivet.

The Glenlivet influencer marekting 4

Juryuhak - The Interesting of LiquorBehind-the-Scenes Story

Whiskey YouTube Influencer Marketing
(Source: Juryuhak, YouTube)

With 330,000 subscribers, Introduction to Juryuhak, is a liquor influencer channel with the concept of alcohol stories told directly by bartenders. Since juryuhak, had covered the Glenlivet in the early days of YouTube, It was able to introduce the brand more naturally. We compared product packages, such as past and present The Glenlivet labels, and compared and tasted 15-year-old and 18-year-old products, and presented the content in a conversational format.

Whiskey YouTube Influencer Marketing
(Source: Juryuhak, YouTube)

The concept of a pleasant and impressive man talking in a friendly way and the knowledge of alcohol available as a bartender gave credibility, greatly reducing resistance to the advertisement.

Whiskey specialized YouTuber branded content marketing
(Source Juryuhak, YouTube)

Whiskey specialized YouTuber branded content marketing
(Source Juryuhak, YouTube)

He made a highball using Founder’s Reserve and 12-year-old, and revealed a unique cocktail recipe using pistachio ice cream, drawing a positive response with about 77,000 views, 17,00 likes, and 168 comments.

The Glenlivet’s mainstream influencer marketing continued for four months, one episode a month. It has become a representative success story of mainstream influencer marketing, increasing brand awareness and favorability at the same time by introducing whiskey, which may be considered to have a high barrier to entry, through friendly YouTube content.