The Macallan single malt whisky, distributed by Maxxium UK, has reported strong sampling figures after attending its third art show. Providing over 20,000 samples and cocktails, The Macallan introduced consumers to the newest edition of The Macallan’s portfolio, The Macallan Gold.
Those attending designjunction*, The Liverpool Biennial** and most recently The London Art Fair*** visited The Macallan Masterclass lounge in large numbers. Not only did they sample the new luxury single malt whisky, The Macallan Gold but they also found out more about The Macallan’s third edition of the successful Masters of Photography Series, involving iconic photographer Annie Leibovitz.
For this year The Macallan’s sampling programme focused on the contemporary art world. The Macallan engaged with over 5,550 people during designjunction (September 2012), which took place over five days in London’s Sorting Office, showcasing the finest selection of international design brands. The Macallan team also distributed over 4,800 Gold n’ Soda cocktails at the VIP and press launch and at the Pecha Kucha Friday evening event, ensuring The Macallan Gold was at the front of influencers’ minds.
Building on the success of designjuction, The Macallan then headed north and attended The Liverpool Biennial (September – November 2012), sampling over 500 consumers in one weekend during the ten week event, which sees Liverpool come alive with a range of extraordinary art exhibitions and events.
The Macallan continued its successful sampling programme at The London Art Fair (January 2013), which featured over 100 galleries and showcased the work of the greatest names of 20th century British art and exceptional contemporary work. In addition to the sampling figures, 5,500 Macallan Gold cocktails were sampled over the two preview evenings, bringing the total sampling figure to 9,300 over 6 days. This was largely attributed to the draw of the Annie Leibovitz exclusive shots, which provided The Macallan with strong standout.
Peter Sandstrom, Marketing Director at Maxxium UK ltd, commented: “With a high trial to conversation rate it’s important we allow people to taste The Macallan for themselves. Sampling is therefore a key part of The Macallan’s investment plan, which will allow us to grow the brands popularity and introduce new consumers to whisky. Venturing into the world of art and engaging with those with a genuine interest in art and photography has provided us with an excellent platform to do just that.
“The numbers which we have reached over the course of the last five months are extremely encouraging. Going forward we want to build on these figures giving consumers an insight into our Masters of Photography Series and help build momentum for The Macallan.”
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ABOUT THE MACALLAN
Founded in 1824 in the heart of Speyside, The Macallan was one of the first distilleries in Scotland to be legally licensed. Since then it has built a reputation as one of the world’s leading single malt whiskies. The creation of The Macallan draws on the vital contributing influences of Spain, North America and Scotland, and of their respective natural raw materials, combined with traditional methods and craftsmanship. From its founding, through the subsequent owners of The Macallan distillery in the nineteenth and twentieth centuries and into the present century, The Macallan has been recognised for its outstanding quality above all else. Today this remains the foundation for the worldwide fame of The Macallan and is such that it is truly “The Last Word” in luxury and at the heart of those special moments brought alive over a glass of The Macallan.
The timeless reputation of The Macallan is founded upon Six Pillars:
The Spiritual Home
Easter Elchies House proudly watches over The Macallan distillery in Speyside, Scotland. Built in 1700, this Jacobean manor house is The Macallan’s spiritual home.
Curiously Small Stills
The Macallan’s curiously small and uniquely shaped copper stills help to concentrate the flavour of the ‘new make’ spirit.
The Finest Cut
The ‘cut’ is the amount of distilled spirit collected from the stills as ‘new make’ spirit. The Macallan takes one of the ﬁnest ‘cuts’ of any distillery in Scotland; typically just 16% goes forward to fill or our casks.
Exceptional Oak Casks
The Macallan’s unfaltering obsession with selecting exceptional oak casks brings an unsurpassed, timeless quality to The Macallan.
The Macallan insists upon Natural Colour. It is the interaction of spirit and wood alone which delivers the rich variety of colour, aroma and taste evident through out the range.
The Macallan remains the single malt against which all others must be judged. It is celebrated far and wide by experts and discerning drinkers as the world’s most precious whisky.
The 1824 Series
The UKwill be the first market to take the new range with the launch of Gold in Autumn 2012, exclusively for 6 months. The 1824 Series will then roll out in Europe and Canada plus key emerging territories in Central and Eastern Europe, Latin America and Africa from Spring 2013.
The Macallan has unveiled The 1824 Series, a range showcasing two of its greatest strengths; oak sherry casks and natural colour.
Bob Dalgarno, The Macallan Whisky Maker, has created four expressions by identifying the natural colour formed during maturation in different casks types to create the character informed by these colours. The expressions are Gold, Amber, Sienna and Ruby, all names reflecting the actual colour of the whiskies in the range, but also describing naturally occurring minerals and metals.
This innovative approach to whisky making is the first to derive the final character from the natural colours drawn into The Macallan from the oak sherry casks over the years of maturation. It has allowed Bob Dalgarno to assess the broadest range of casks delivering an unrivalled range of natural colours.
Bob Dalgarno, Whisky Maker, The Macallan, said, “The Macallan world of colour is the true inspiration of the 1824 Series. Using colour to drive and define a whisky differs dramatically from the conventional age approach, allowing us to explore different casks and take a more flexible approach to our stock. We have been able to work creatively with the full range of matured stock available, rather than working to a pre-determined character based on age. For me, the key thought in this range is that a great single malt doesn’t need to be 30 years old to taste like a 30 year old.”
By drawing on his broadest range of skills in cask selection, Bob has been unshackled by the need to draw on casks selected first and foremost for their age. His expert skills ensure consistency through the effective management and selection of the casks which provide the spectrum of natural colour and character essential to The Macallan.
As anniversaries go, each one is rather special. In fact it could even be said that each is slightly more special than the one before. When it comes to royalty,
things are no different and to commemorate Her Majesty the Queen celebrating 60 years on the throne, Macallan have pulled out all the stops to mark this momentous
occasion. With the release of only 2012 bottles of their limited edition Diamond Jubilee bottle, it would be fair to say that this will prove to be a most sought after bottling. Read more here…
Scotch Whisky is worth more than £4 billion to the Scottish economy and the industry has reached record levels of productivity, research published today reveals.
“Scotch Whisky & Scotland’s Economy – A 100 Year Blend” was commissioned by the Scotch Whisky Association (SWA) to mark its Centenary. The research by 4-consulting found that the industry is experiencing a second ‘golden age’.
Inward investment and the development of international markets have helped deliver spectacular performance last seen in the 1970s. The total impact of Scotch Whisky on Scotland’s economy is £4.2 billion – £2.9 billion from the industry itself and £1.3 billion through the industry’s supply chain. It supports around 36,000 jobs in the industry and across the supply chain in Scotland. Productivity has accelerated to £275,000 for each industry employee. Scotch Whisky outperforms most other industries, with employees adding 57% more value per head than workers in the City of London.
By contrast, in 1912, when the SWA was founded, the industry employed 5,000 people in Scotland and generated £3 million in Gross Value Added (GVA). Scotch Whisky continues to be the main contributor to the Scottish Government’s drive for export growth. Exports are worth more than £4 billion annually, ahead of refined petroleum at £3 billion and business services worth £2.5 billion. The research found that Scotch Whisky underpins the expansion of Scotland’s total international export markets, accounting for 55% of the growth since 2002.
The rising export value of Scotch Whisky is contributing to its success. Even during the current global downturn, the average value of each bottle exported has risen every year since 2007. Investment in production and marketing by multinational and domestic companies with a global reach has given Scotch Whisky better access to international markets. According to the research, inward investment has restored the industry to the “spectacular performance” last seen in the 1970s. A further investment of £2 billion in Scotland in the next few years has been committed by Scotch Whisky producers.
The research also reveals the industry’s rich heritage. Scotch Whisky’s importance in helping rebuild the UK’s economy after World War II was noted in a draft white paper presented to Westminster by the Minister of Food in 1946. The Chancellor of the Exchequer in 1950 identified “one or two special items such as whisky” as established exports to North America.
Gavin Hewitt, chief executive of the Scotch Whisky Association, said: “This new research is further evidence of the key role Scotch Whisky plays in the Scottish economy. The demand for Scotch Whisky is coming increasingly from the world’s fastest growing markets. In comparison with other Scottish industries, Scotch Whisky already enjoys an enviable export position across a wide spread of emerging economies.
“The report shows Scotch Whisky is likely to play an increasingly important role in Scotland’s export markets. The momentum of growth needs to be better nurtured by both the UK and Scottish Governments. Scotch Whisky underpins their ambitions for export-led recovery.”
The award winning single malt whisky Highland Park, has clinched a total of seven new awards for both Thor and Highland Park 50 year old reinforcing the brand’s ability to continue to win the highest accolades for new and limited editions.
Following the recent launch of Thor, the first edition of Highland Park’s stunning Valhalla Collection, (a range of four unique whiskies, released annually, taking inspiration from the legendary Nordic gods of old) it has been awarded the first ever Spirit Design Masters Award at The Spirits Business 2012 Awards. The stunning 16 year old single malt which is the newest edition to the Highland Park family also secured Gold, Best in Class at the International Spirits Challenge 2012. This is one of the most respected and influential spirit competitions in the world, receiving more than 1000 entries from across 70 countries.
Highland Park’s oldest ever island single malt whisky – Highland Park 50 year old, which launched exclusively at Harrods, London in 2010 has also collected a total of four awards. As well as winning Best Design at the World Whiskies Award 2012, this unique bottle, encased in an intricate ‘net cage’ of hand-crafted ornate Sterling silver created by Scottish jewellery designer Maeve Gillies, also took home the Best Limited Edition at the World Whiskies Design Awards. With only 275 bottles produced this prestigious edition was also named Best Single Malt Scotch 41 Years and Over (Multiple Casks), at the 2012 Whisky Bible Awards.
Adding to the brands successful run recently both Highland Park 50 year old and Thor have also both clinched a gold medal for design and packaging at the International Spirits Challenge 2012.
Peter Sandstrom, marketing director for Maxxium said: “To receive recognition from these respected industry bodies is a great honour and we are thrilled with the success we have achieved this year. The quality of the competition means that all of these awards are of great significance to us. We’re looking forward to building on this success in the near future, especially in terms of our newer editions, which will allow us to maintain our award winning reputation within the industry.”
To find out more about Highland Park please visit www.highlandpark.co.uk
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