Macallan plays host in marketing push

Scotch brand The Macallan has opened its doors to consumers at The Macallan Residence, the first UK event of its kind for the single malt whisky.

Mixxit’s Wayne Collins delivers his masterclass (Photo: The Macallan)

The Macallan took up residence at the neo-Gothic mansion Two Temple Place in London for two nights on the 2-3 June, where consumers were presented with influences from the worlds of photography, food and fashion.

A move to promote The Macallan 1824 Series, over 700 consumers entered The Macallan Residence, and the brand reported “strong consumer engagement” over the course of the two evenings.

Guests were greeted with branded keys and invited to “unlock their senses”, before being given a masterclass by Wayne Collins – from distributor Maxxium’s “Mixxit” team – in the art of cocktail-making. Esquire magazine supported the event as media partner.

Guests the Amber, Sienna and Ruby whiskies from The 1824 Series in a chocolate and whisky pairing from Artisan Du Chocolat and Mixxit’s David Miles.

Keith Bonnington, The Macallan senior brand manager, commented:  “Creating The Macallan Residence allowed us to open our doors and welcome consumers into the world of The Macallan. These events were the first of their kind in the UK and we wanted consumers to be able to truly experience The Macallan, bringing to life the brand’s luxury credentials and our unwavering dedication to quality and craft.

“The Macallan Residence allowed us to introduce our single malts to new consumers and deliver strong brand engagement in a memorable way,” he said.