Malt Marketing – Engaging People and Whisky Online
Promote Your Whisky Brand, Business and Services Online With Malt Marketing
A Whisky Marketing Platform
At Malt Marketing we pride ourselves in helping both aspiring and established whisky businesses market and promote themselves on our bespoke online whisky marketing platform Malt Marketing.com
Marketing and Promoting Whisky Shops, Bars and Events
Since launching in 2012, Malt Marketing has supported a large number of whisky shops, online retailers, whisky bars and events across the modern whisky drinking world. Through online banner advertisements, a bespoke whisky business directory and through regular online features and infomercials, Malt Marketing has helped build brand awareness and consumer engagement for a large number of clients
Working With Iconic Malt Whisky Brands
Malt Marketing continues to work alongside and support many of the most iconic premium scotch whisky brands available today including The Macallan, Highland Park and Laphroaig malt whiskies as well as Japanese whiskies Yamazaki, Hakushu and Hibiki. While providing an interactive and up to date platform from which to showcase premium brands, Malt Marketing also actively engage with brand content through social media further building brand presence and consumer awareness among wider social media networks.
Sourcing Rare and Collectible Whisky
With an in depth knowledge of the retail and secondary whisky market, Malt Marketing is well positioned to help you acquire rare and collectible whisky. Whether you’re a private collector or investor or merely taking your first steps into the world of whisky buying and selling, Malt Marketing can offer support along every step of the journey.
Sell Your Whisky With Malt Marketing
Whether selling a single bottle or all or part of an existing collection, Malt Marketing can offer support through the entire whisky auction process. From arranging collection through to the listing and end payment stage, Malt Marketing work with established whisky auctioneers who ensure a reliable, transparent and seamless sales process.
Whisky Distillery Tours and Executive Chauffeuring Services
As well as promoting whiskey shops, bars and brands, Malt Marketing also works alongside whisky tour operators offering among the finest whisky sampling and tasting experiences at many of Scotland’s finest whisky distilleries. Offering tailored chauffeuring services including hotel and airport pickups, Malt Marketing’s tour partners also offer the very best in luxury travel and distillery experiences across Scotland.
Get In Touch Today
For further details on how Malt Marketing can offer your business support with online marketing and promotion, contact: info@maltmarketing.com
Collaborative Festive Whisky Campaign Announced
The Macallan Reveals David Carson Collaboration
Shared Creativity and Craftsmanship Inspire Seasonal and Gifting Campaign
The Macallan has collaborated with globally acclaimed graphic designer David Carson to create a powerful and disruptive creative campaign for the festive season.
Featuring striking artwork in David Carson’s signature iconoclastic style, the campaign focuses on a selection of five distinctive single malt whiskies which reflect the uncompromised pursuit of excellence which has driven The Macallan since 1824.
Each of the expressions – The Macallan Double Cask 12 Years Old, Sherry Oak 18 Years Old, Sherry Oak 25 Years Old, Rare Cask and Estate – also share key characteristics with David Carson and his award-winning work including uniqueness, innovation, craftsmanship and complexity.
Crafted from the perfect partnership of American and European oak sherry seasoned casks, The Macallan Double Cask 12 Years Old embodies the innovation pursued by The Macallan and David Carson. Full-bodied and complex, The Macallan Sherry Oak 18 Years Old showcases mastery and craftsmanship while The Macallan Sherry Oak 25 Years Old is complex and distinguished, with exceptional character – just like David Carson’s inimitable work.
Selected from casks that exhibit a distinctive and unusual flavour profile The Macallan Rare Cask 2020 stands out and apart, in the manner of David Carson’s style and The Macallan Estate contains rare spirit distilled from barley grown on The Macallan Estate, creating a unique single malt like no other.
David Carson, born in Texas, 1954, is considered one of the world’s most influential graphic designers. Also a professional surfer, he began his career as a magazine designer, before in the 1990s becoming art director of the magazine Ray Gun where his experimental page layouts featuring pioneering use of typography revolutionised the field of graphic design.
His work has been displayed in one-man shows across the world and he is a recipient of the AIGA, which is renowned as the design profession’s highest accolade. Since establishing his own studio, he has created campaigns for some of the world’s leading consumer brands including Nike, Levi, Pepsi and Ray Ban.
The American artist’s collaboration with The Macallan brings together bold, fractured typography with graphic illustrations of notable flavours present in the five featured whiskies and playful representations of the festive season. Straplines include: I love it; Nothing less will do; You don’t have to; and You know me so well.
The designs will be published digitally and in print, with David’s name and signature appearing on all communications throughout the course of the campaign.
Jaume Ferras, Global Creative Director for The Macallan, said: “David Carson is an extraordinary visionary whose ground-breaking graphic designs continue to excite and inspire to this day.
“Like The Macallan, he is renowned for his unique style and mastery of his trade. Working with him has been an incredible process and we look forward to revealing the results of our collaboration over the festive season.”
For further information, visit www.themacallan.com.
President of Wine & Spirit Competition (IWSC) Announced
Scotch Whisky Stalwart Michael Urquhart Appointed as 2021 President of the Prestigious IWSC
Former Gordon & MacPhail Managing Director to Take up High-profile Industry Position
Michael Urquhart, former managing director of family-owned Scotch whisky and premium spirits specialist Gordon & MacPhail, has been named 2021 president of the prestigious International Wine & Spirit Competition (IWSC).
The IWSC’s president represents the organisation’s objective to promote the production of quality wines and spirits throughout the world.
From the beginning, IWSC says it has placed special emphasis on the analysis and independence of its judging process and it is now one of the oldest and most respected industry competitions. It has hundreds of international experts – including buyers, producers, distillers, sommeliers, distributors and influencers – judging wines and spirits throughout the year.
Michael replaces 2020 president Tamara Roberts, CEO of English wine producer Ridgeview. He is the first Scotland-based president since former chair and chief executive of Edrington Sir Ian Good who held the position in 2009. Other iconic members of the wine and spirits industries who have been president include Baroness Philippine de Rothschild, Wolf Blass, Robert Mondavi and Napa Valley winemaker, Warren Winiarski.
Michael retired as managing director of Elgin-based Gordon & MacPhail, the fourth-generation business owned by the Urquhart family, in 2014 and stepped down from the board in 2017 after serving over 36 years in the company. He travelled extensively throughout the world promoting single malt Scotch whisky bottled by Gordon & MacPhail and also from the family’s owned distillery, Benromach.
Becoming president of the IWSC adds to the many accolades Michael has received as a result of his dedication to the Scotch whisky industry. In 1999 he was made a Keeper of the Quaich and in 2012 a Master of the Quaich in recognition of services to the promotion of Scotch whisky worldwide. At the end of 2013, The Whisky Advocate, one of North America’s leading drinks publications presented Michael with a Lifetime Achievement Award. He was also inducted to the Whisky Magazine Hall of Fame in 2014.
Michael Urquhart said: “It’s a real privilege, and I’m humbled, to be chosen as president of such a prestigious organisation as the IWSC. I believe this is a reflection of Gordon & MacPhail’s standing in the drinks industry and I thank all those involved in our family business for their support and contribution to our success over the years.
“I’ve always had the greatest respect for the IWSC and the excellent work it does in maintaining and developing the high-quality reputation of the global wine and spirits industry. I’m very much looking forward to getting behind the IWSC and ensuring it continues to work in the best interests of the entire industry.”
Christelle Guibert, IWSC CEO, said: “We’re delighted to be able to name Michael Urquhart as our new president. The president is chosen for their stature and reputation in the wine and spirits industry, and Michael perfectly fits this remit. He has dedicated his life to representing high quality sprits, in particular Scotch whisky, through his family’s business, Gordon & MacPhail. We’re sure Michael will continue to build the excellent, long-standing reputation of IWSC.”
Ewen Mackintosh, managing director at Gordon & MacPhail, said: “We have seen first-hand how hard Michael has worked for our family business and on behalf of the Scotch whisky industry as a whole. This is yet more well-deserved recognition for Michael, and Gordon & MacPhail, and we’re sure he will be an excellent president.”
Whiskies to Celebrate St. Andrew’s Day
Some Single Malt Serving Suggestions This St. Andrew’s Day
St. Andrew’s Day is just around the corner, and although things may be a little different this year, celebrating with a glass of whisky in hand will always stand the test of time.
Whether you’re with your family this St. Andrew’s Day, or relaxing at home, here is a selection of the best tipples to enjoy this November 30th, celebrating all that makes Scotland special.
Choose from the elegant complexity of Bowmore, the strong character of Laphroaig, or the shareable nature of Auchentoshan, with a variety of these tipples below.
What’s more, to continue celebrating St. Andrews Day, Laphroaig is holding its final #LaphroaigLive event of the year at 18:15 Islay (UK) time on Monday 30th November.
The session will be hosted by John Campbell (Distillery Manager) and Simon Brooking (Laphroaig Ambassador) and will include a live tasting of Laphroaig’s second instalment in the Ian Hunter series, ‘Book Two: Building An Icon’, as well as a look back at the highlights of the year at the distillery and a look forward to what’s in store for 2021.
The team will be taking and answering questions live from the thousands of Friends of Laphroaig from around the globe that join us on St. Andrew’s night to create a very memorable celebration. More details to sign up and join are here.
Bowmore 12 Year Old
Drinkers of the Bowmore 12 Year Old can taste warm and delicious flavours on the palate with subtle dark chocolate taste notes.
Bowmore’s 12 Year Old is both complex and perfectly balanced. Subtle lemon and sweet heather honey complement Bowmore’s trademark peat smoke, leading to a delicious, long and mellow finish.
This whisky is perfect for a night-in nightcap on St. Andrew’s Day.
Available for £34.95 at Master of Malt
Bowmore 15 Year Old
There is no finer example of a sherry cask than the Bowmore 15 Year Old – matured first in bourbon barrels then Oloroso casks.
The Bowmore 15 Year old has a rich, deep colour and robust warming finish, with dark chocolate and raisin aromas which compliment its smokiness and lead the way to a delicious chocolaty centre.
Great for a drink around the table with your family.
Available for £50.25 at Master of Malt
Laphroaig 10 Year Old
Laphroaig 10 Year Old is a peat smoked liquid with a surprising sweetness, hints of salt and layers of peatiness.
The Laphroaig 10 Year Old follows the traditions laid down over the last 200 years by a succession of passionate and skilled master distillers. This is a truly classic single malt Scotch, made from malted barley which is first cold-smoked and then dried over a peat fire.
Renowned for its bold, smoky taste and full-bodied with a long finish, it truly embodies the quintessential Laphroaig character.
This whisky is perfect for celebrating St Andrew’s Day with friends at home.
Currently available for £37.42 at Laphroaig Shop
Auchentoshan American Oak
The Auchentoshan American Oak is a versatile and approachable Single Malt. A triple distilled whisky that is matured solely in American bourbon casks, resulting in sweet aromas of vanilla and coconut – along with the signature smooth, delicate, Auchentoshan taste.
You will be left with a crisp, sugared grapefruit taste and a lingering hint of spice. Served perfect as an Auchentoshan & Ale, neat or over ice, or even shaken up in some classic cocktails, including the Auchentoshan Sour.
Enjoy a unique Single Malt with the Auchentoshan American Oak.
Available for £33.99 on Amazon.co.uk
Auchentoshan Three Wood
This award-winning Single Malt has been matured in three different casks, from American Bourbon to Spanish Olorosso Sherry and finally, Pedro Ximenez Sherry casks.
A rich, complex whisky with toffee and sherry flavours.
Wanting an evening that feels unique? Enjoy this triple-distilled Single Malt Whisky.
Available for £49.48 on Amazon
Cairngorms Distillery News From Gordon and MacPhail
Gordon & MacPhail Unveils The Cairn
Gordon & MacPhail has unveiled the brand for its new distillery being built in the Cairngorms National Park.
The distillery is to be named The Cairn, reflecting its stunning location overlooking the Cairngorm mountains, at the gateway to Speyside.
The family owned whisky specialists were granted planning permission for the new distillery last year and work started on site in July this year.
Unveiling the new brand Ian Chapman, Brands Director said: “We have put the consumer right at the heart of the process of creating the brand, as we have with the design of the distillery itself. We wanted to make sure it was clearly Scottish, but easy for consumers to pronounce and to spell. This will be particularly important for our international markets when English is not the first language.
“We also had to be mindful of Benromach, our other distillery. We wanted the new brand to complement, not compete.”
Benromach is positioned as a traditional, hand crafted brand so the new brand had to broadly occupy more contemporary territory.
Working with Glasgow based branding agency Good, the company cast its net wide looking for ideas for a name, asking staff and shareholders for suggestions. More than 300 ideas were eventually whittled down to a shortlist which met select criteria.
As well as the name, the identity needed to have icons and graphical elements to make it unmistakable for non-English speaking consumers. An icon has been developed to symbolise the brand; the fragmented shape representing the coming together of many pieces to form a cairn. The typography used for the words “The Cairn” is ultra-modern and premium, yet it is complemented by the use of a Serif font for the word “Distillery” to represent contemporary craft cues that imply heritage and legacy.
Ian Chapman added; “The brand is eye-catching and contemporary and the approach to develop it put the consumer at the centre of our thinking. It is the same approach we have taken to designing The Cairn Distillery itself. The modern building takes advantage of the outstanding views across the River Spey to the Cairngorms and has been designed with the customer at the centre of the experience.”
Scheduled to open in spring 2022, The Cairn Distillery will include a visitor experience, tasting rooms, retail space and coffee shop.
The Macallan Unveils Distil Your World
Introducing The Macallan Distil Your World: The London Edition
An Extraordinary New Collaboration With The Roca Brothers
The Macallan has unveiled Distil Your World: The London Edition, a unique limited edition single malt whisky providing a sensorial journey through one of the world’s greatest capital cities.
Marking the first global release in a ground-breaking series in collaboration with the Roca brothers to discover the essence of some of the world’s greatest cities, Distil Your World: The London Edition embodies London’s special charisma, and captures the people, experiences, colours and history that ultimately define the city.
United by an insatiable curiosity, quest for knowledge and dedication to mastery, The Macallan and the Roca brothers, owners of El Celler de Can Roca in Spain, twice named Best Restaurant in the World, explore different cultures and source inspiration for their own worlds of whisky-making and gastronomy.
Distil Your World: The London Edition is inspired by the long-standing partners’ journey and exploration through an uncharted London, with the purpose of distilling its soul and capturing the unique essence, aroma and flavour of the city in an exceptional single malt whisky.
In homage to its birthplace, the edition will be unveiled to the world in a highly coveted window display in Harrods’ world-famous flagship store in Knightsbridge, London on 1st November 2020. Over the years the renowned Hans Crescent window has hosted iconic displays from some of the world’s leading luxury brands and will showcase The Macallan’s remarkable whisky on a global stage.
During their adventure, The Macallan’s Whisky Maker Steven Bremner and Joan, Josep and Jordi Roca spent time with the craftspeople and creators who fuel London’s inimitable creativity and entrepreneurial drive; the committed leaders who add to its vibrancy; and the special thinkers who understand its past and anticipate its future. They truly immersed themselves by discovering emblematic buildings and going behind the scenes to uncover the unique flavours and scents that define London and unearthing its vibrant community spirit.
Ultimately, this journey led them to their own complex and sensorial map of the city and with this map as inspiration, they masterfully selected the perfect combination of six first fill European oak Oloroso seasoned casks to translate London’s values into an extraordinary single malt with unique tasting notes representing the spirit of the city.
A character led whisky with encapsulating nuances of orange caramel, curry spice and Earl Grey tea, rare to find in The Macallan single malts, this expression takes the taste buds and imagination on a journey of discovery, bringing London’s soul and unique character to life, while retaining The Macallan’s renowned signature taste. Seeking out these distinctive flavours among thousands of casks was a complex and highly skilled process, but Steven Bremner and the Roca brothers’ mastery of flavour, aroma and craftsmanship enabled them to distil the essence of London into a remarkable whisky.
Steven Bremner, Whisky Maker at The Macallan, said: “London is an international city, a melting pot of culture, cuisine, architecture, and art and its rich heritage and myriad of cultures, combined with a timeless spirit and an innovative nature, made it the ideal playing field for this journey of mastery. It is not just about being there, but about immersing yourself and dedicating time to understand what’s underneath everything you see, and we are proud to have collaborated with the Roca brothers on this exploration.
“Like the London soul, our single malt whisky, matured in its unique sherry seasoned oak casks, delivers rich complexities, harmonious flavours, and vibrant aromas. This whisky is something new – with London notes like curry or the sweetness of Earl Grey tea – but it keeps The Macallan’s signature taste, and that’s the difficult part.”
Josep Roca, said: “The places we visited, the people we met, all that now takes shape in this whisky – our own distillation of the London essence. There is part of umami, the subtle touch of curry, orange, vanilla and raisin. There are some special notes that are really rare to find.”
Distil Your World: The London Edition is housed in a striking presentation box featuring a triangular engraving design to represent the map of London and red detailing inspired by the city’s red bricks. As well as the limited edition whisky, the box contains a luxurious book capturing the different inspirations behind this single malt, alongside rich London photography, which combined, form a picture of London as created by Steven Bremner and the Roca brothers.
The Macallan Distil Your World series is the next step in the brand’s long-standing partnership with the Roca brothers. They have previously worked together on a range of ventures, including The Macallan Edition No.2 which was inspired by the brothers’ distinctive and dynamic characters and Distil Your World Scotland, a culinary journey through Scotland to explore the country’s rich cuisine tapestry which resulted in an innovative publication and documentary.
Limited to 2,000 bottles worldwide, Distil Your World: The London Edition has an RRSP of £2,630 and will be available globally from November 2020, including in Harrods, The Macallan Boutique in London Heathrow and The Macallan Estate Boutique.
For further information visit www.themacallan.com
