Scotch whisky group Edrington is investing over US$2m in its brand The Macallan Single Malt for a global media campaign that will launch in the US, the brand’s priority market, in October.
The advertising is being launched with a national print campaign in selected upmarket magazines, including Esquire and The Robb Report. This will be followed by outdoor advertising in New York, Los Angeles and San Francisco before being rolled out to international markets, including Taiwan, duty free and core European markets, such as the UK.
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Matthew Turner, global marketing controller, The Macallan, said the timing of the campaign couldn’t be better.
“Globally, sales of The Macallan have risen strongly in recent years and the campaign signals an exciting new phase in the brand’s development,” said Turner.
“Our intention is to significantly increase product awareness and build The Macallan into a globally recognised, iconic, luxury brand.”
This summer, the brand became the first Scotch whisky to open an office in China. It is now
market leader in Taiwan, number three in the UK and US and is the fifth best selling malt worldwide.
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