The Macallan

Engaging Influencers with The Macallan

How do we shift the perception of Scotch from a traditional drink for a more mature crowd to the defining drink of a successful new generation?


To engage a younger audience and drive sales of The Macallan, we tapped unexpected influencers. We partnered with rising entrepreneurs, start-up aficionados and investors to share their whisky experiences through visual storytelling to a wide audience across multiple channels.


We hosted Influencer Hours—guided tastings with The Macallan Brand Ambassadors—at top tech companies in New York. Simultaneously, we launched a 360 partnership with Mashable including a video interview series with tech industry innovators, toasting to the success of the industry. The Macallan was also poured at tech industry events including SXSW, Social Media Week and The Webby Awards, reaching influencers through the media they consume, events they attend, and in their very own offices.


With our “Success, Redefined” program, we engaged with more than 800 start-up influencers, investors, and entrepreneurs, at SXSW this year we reached 1,777,798 impressions and the Mashable video series has over 90,000 views and counting.

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