The Macallan was focused on driving mass awareness of its newest expression—Double Cask 12 Years Old—as it became the second 12-year-old whisky in the brand’s portfolio, alongside the flagship whisky Sherry Oak 12 Years Old.
The challenge was two-fold. First, how to best communicate the differences between The Macallan’s most recognizable whisky (the Sherry Oak 12 Years Old) and the newest expression (the Double Cask 12 Years Old) in a manner that positioned them as complementary to each other. Second, bring the Double Cask story—from the U.S. to Spain to Scotland—to life to fully immerse consumers in and get them enamored by the whisky making process with a lens on The Macallan’s exceptional oak casks.
The virtual experience generated 200+ shares across social, 1.2 million impressions, and 27K+ engagements. The launch’s 50+ media stories, including features in The Wall Street Journal and CNBC, generated more than 200MM earned impressions.