The Macallan Reaches Strong Numbers in the Art World
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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Notes to editor:
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.