News

The Macallan makes global ad debut for Edrington - video

Most popular

Provenance and quality not enough for spirits - II

Advice for brewers in the time of COVID-19

Over the influence? The future of social media

Mangrove MD warns of coronavirus impact on spirits

Coronavirus special - US Distilled Spirits Council

MORE

Edrington has released the first global advertising campaign for its single malt Scotch whisky, The Macallan.

The activation, announced today, kicks off with a mini-film, 'Make The Call', which will roll out across TV, cinema and digital channels in the brand's key markets including the US, Mexico, Taiwan, China and the UK. The campaign targets a "new generation of luxury consumers", Edrington said.

The clip forms the centre of what Edrington called a "long-term brand campaign".

"This has already been a momentous year for The Macallan, in which we opened our ... new distillery and visitor experience," said Edrington chief executive Ian Curle. "Throughout the history of The Macallan, we have 'made the call', repeatedly making the decision to invest in quality above all, even when that has entailed a degree of risk.

"We believe that this film will resonate with a generation of consumers who want to make the bold decisions that ultimately lead to a more fulfilling life."

Financial details behind the campaign were not disclosed.

Why The Macallan 2.0 is the ultimate challenge to its Scotch whisky rivals - Click here for a just-drinks comment


Related Content

Edrington CEO Ian Curle to step down next year

Edrington CEO Ian Curle to step down next year...

Edrington puts Cutty Sark, Glenturret Scotch whiskies up for sale

Edrington puts Cutty Sark, Glenturret Scotch whiskies up for sale...

"You could argue that we are stupid to sell in Travel Retail; for us it is the right environment" - ...

Edrington offloads The Glenturret Scotch distillery and brand

Edrington offloads The Glenturret Scotch distillery and brand...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?