If successful in the US a new US$2.5m marketing campaign for The Macallan could next year find itself in the UK, the first new advertising campaign for the brand for two years.

The campaign "Lead a More Colourful Life" features a series of surreal images highlighting the character lifestyles of The Macallan drinker and, according to owner Highland Distillers, is set to take the US malt market by storm.

Raising the profile of the brand could have added benefits for the trade in the UK explained Jane Wilson, senior marketing manager in charge of The Macallan. "While present circumstances have meant a drop in American tourism, the US has always been a mainstay of the British tourism industry," she said.

"With this new advertising campaign in the US, hotels, restaurants and specialist retailers used to seeing American business could well see a rise in demand for the brand," Wilson added.