Three Barrels
Three Barrels Brandy represents the best of French brandy. Still produced in its historic chateau in Cognac, Raynal remains the only great French brandy house to retain an authentic Master Blender devoted exclusively to their production.
What they Wanted
Raynal’s existing website looked cheap and dated and they hardly used the internet for marketing at all. As a leading brandy distributor and manufacturer, Raynal Brandy was seeking to target a new demographic with their website. With an established reputation for fine brandy in the 40-60 age range, Raynal Brandy sought to establish the same brand loyalty and reputation amongst a younger audience. One of the major challenges for Propeller was transform the way Raynal communicated with their consumers by converting their postal database of 70000 consumers into a digital database.
What Propeller Delivered
Propeller kept Raynal Brandy’s brief in mind when designing their website, producing a classic design that acknowledged Raynal’s impressive history, whilst the injection of flash and multimedia presented the Raynal brand in an innovative light. The website also includes an educational element, with an online press library that has become the brand’s principle archive and a section dedicated to engaging the visitor in the brandy production process. Propeller converted Raynal’s database through an innovative, integrated postal campaign, which encouraged customers to sign up online to win a trip to Cognac. Each consumer received a personalised code to enter in to activate their online account, which had already been set up by Propeller. In order to transform the way they interacted with the younger customer, Propeller also launched an online campaign in conjunction with in-store purchases. Each bottle sold was equipped with a unique URL which could then be entered into the website in order for the customer to earn the chance to become a Raynal Brandy Ambassador.
Result
By combining their online and traditional marketing in such an innovative way Raynal invigorated their brand to make it relevant to a younger market. Their sales saw an immediate impact, whilst their customer database grew exponentially, not only in size, but encompassing a far wider demographic. The website has delivered an impressive return on investment, and the monthly hits on the website continue to grow as the interest in Raynal spreads.
