The 198-year-old Macallan whisky distillery is one of the world’s greatest. One of its most exclusive ranges is The Macallan 1824 Series which includes four variants (Gold, Amber, Sienna and Ruby). Our team was tasked with raising its awareness and premium credentials among younger, highly discerning, affluent Gen Xs in London. Our sophisticated solution: crafting a priceless, one-night-only whisky adventure at The Macallan Residence, a temporary HQ set up for a fine few at one of London’s most prestigious venues, Two Temple Place.

Solution: Drinking arguably one of the world’s best whiskies is an easy sell – but this wasn’t just about tasting the unforgettable Scottish tipple; it was about introducing these chosen few to the iconic Macallan luxury lifestyle. This experience needed to be immersive, memorable and indulgent – everything that sipping a Macallan should be.

The Macallan Residence was an exclusive, ticketed event that started with a sensory tour of the Macallan 1824 Series. The anticipation was ramped in all the right social circles and channels so the limited tickets sold quickly. The opulence and sophistication were dialled up through several key handpicked partnerships for the emerging whiskey drinkers. This included a masterclass in creating the ultimate whisky cocktail by an award-winning mixologist, incomparable chocolate-pairing sessions with Artisan du Chocolat, tailored sartorial advice from Esquire magazine stylists, and personalised stationery from Smythson.

Creating the connection: The Macallan Residence was a fitting home for the unforgettable Macallan 1824 Series, and the experience itself offered a fine taste of the finer Macallan lifestyle. The curated partnerships, illustrious venue, and bespoke treatment transformed a small, intimate luxury adventure for a lucky few into an event that earned millions in social media and PR engagement.

Results:
700 event attendees
28% increase in Facebook engagement
6.3M in PR amplification

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