
“Your reward is ready”. This is exactly the type of email I love getting.
Not only is this something nice for me for these cold, long winter evenings – but it also warms my soul as it represents a company doing all things well. Put simply, it’s great drinks marketing. (Plus – the ‘reward’ in question is genuinely a great reward which doesn’t hurt at all.)
I’m part of Cooper King Distillery‘s Founder’s Club which they set up when they were starting out. They’re local to me, they are VERY environmentally conscious, and they produce great Single Malt English Whisky. Boxes ticked.
Oh, and they have a bottle of whisky for me to collect. BIG tick.

From a marketing perspective, they’ve really nailed it for me.
👉🏻 Their website (with the greatest of respect) is functional. Clean, effective. Not full of artistic videos with slow-motion liquid gold being swilled around a glass. with overly-elaborate descriptions of their spirits (Not that there’s anything particularly wrong with this). HOWEVER – it successfully communicates who they are, what they stand for, why they do what they do – AND it sells their product. As a consumer, I’m on a journey with them, one I feel I can relate to rather than admire from afar. I’m with them. I feel part of a gang.
👉🏻 Their emails. They don’t hound me to buy, or nag me to like, follow and subscribe. They keep me up to date and let me know what’s going on. They bear good news. I celebrate with them. I look forward to receiving comms from them.
👉🏻 Their product. “Sustainable spirits distilled with craftsmanship, honesty and adventure”. But to they deliver on this claim? Absolutely. I genuinely feel they are craftsmen and (I have met them) are honest and straight-up people. As for adventure – well look at their website, it’s all a great adventure – but seriously, they bring their love of life into what they do.
So as you can tell, I’m a fan – but for many more reasons than just because they have a bottle of whisky ready for me. Which they do. It proves that with considered content, a genuine voice and well-utilised delivery tools, you can do marketing ‘right’.
ps; they aren’t a client. This is my genuine reaction to an email I received this morning…!