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The Macallan experience by Multiply


By The Drum Team | Editorial

November 2, 2009 | 2 min read

The Macallan Fine Oak 10 Year Old has embarked on an experiential marketing campaign for the first time.

The single malt brand commissioned Edinburgh-based Multiply to devise a campaign to target up to 135,000 consumers over the next year.

The target audience is "discerning men with an interest in luxury items that display a high level of craftsmanship such as fine time pieces or super performance cars".

Multiply devised The Macallan Lounge concept which is being rolled out at consumer shows in Birmingham and London, such as the NEC Golf Show (Nov 27-29) and Autosport International and Destinations Holiday & Travel Show in early 2010.

The Macallan Lounge is an exclusive area where friends can meet and discuss the finer things in life while enjoying a complimentary dram of the single malt. Guests will also receive a copy of The Macallan’s Guide to the Discerning Man and have the opportunity to win a Saville Row suit, an overnight stay in a 5 star London hotel and dinner at a Michelin star restaurant.

Multiply account manager, Scott Kennedy, said: “As The Macallan is a newcomer to experiential campaigns we started from scratch and came up with a brand new concept which met the brand positioning and would engage the target audience.

“It is an aspirational whisky and we are confident the campaign will prove very popular with astute consumers while expanding The Macallan’s brand footprint with the target audience.”

Multiply will also run smaller complimentary events along The Macallan Lounge theme in Selfridges stores and will be touring the country, attending showcase evenings in exclusive car dealerships and men’s designer clothing stores.

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