THE MACALLAN REACHES STRONG NUMBERS IN THE ART WORLD
The Macallan single malt whisky, distributed by MaxxiumUK, has reported strong sampling figures after attending its third art show. Providing over 20,000 samples and cocktails, The Macallan introduced consumers to the newest edition of The Macallan’s portfolio, The Macallan Gold.
Those attending designjunction*, The Liverpool Biennial** and most recently The London Art Fair*** visited The Macallan Masterclass lounge in large numbers. Not only did they sample the new luxury single malt whisky, The Macallan Gold but they also found out more about The Macallan’s third edition of the successful Masters of Photography Series, involving iconic photographer Annie Leibovitz.
For this year The Macallan’s sampling programme focused on the contemporary art world. The Macallan engaged with over 5,550 people during designjunction (September 2012), which took place over five days in London’s Sorting Office, showcasing the finest selection of international design brands. The Macallan team also distributed over 4,800 Gold n’ Soda cocktails at the VIP and press launch and at the Pecha Kucha Friday evening event, ensuring The Macallan Gold was at the front of influencers’ minds.
Building on the success of designjuction, The Macallan then headed north and attended The Liverpool Biennial (September – November 2012), sampling over 500 consumers in one weekend during the ten week event, which sees Liverpool come alive with a range of extraordinary art exhibitions and events.
The Macallan continued its successful sampling programme at The London Art Fair (January 2013), which featured over 100 galleries and showcased the work of the greatest names of 20th century British art and exceptional contemporary work. In addition to the sampling figures, 5,500 Macallan Gold cocktails were sampled over the two preview evenings, bringing the total sampling figure to 9,300 over 6 days. This was largely attributed to the draw of the Annie Leibovitz exclusive shots, which provided The Macallan with strong standout.
Peter Sandstrom, Marketing Director at Maxxium UK ltd, commented: “With a high trial to conversation rate it’s important we allow people to taste The Macallan for themselves. Sampling is therefore a key part of The Macallan’s investment plan, which will allow us to grow the brands popularity and introduce new consumers to whisky. Venturing into the world of art and engaging with those with a genuine interest in art and photography has provided us with an excellent platform to do just that.
“The numbers which we have reached over the course of the last five months are extremely encouraging. Going forward we want to build on these figures giving consumers an insight into our Masters of Photography Series and help build momentum for The Macallan.”
* designjunction: 19 – 23 September 2012
** TheLiverpoolBiennial: 15 September – 25 November 2012
*** TheLondonArt Fair: 15 – 20 January 2013
http://www.themacallan.com/
www.drinkaware.co.uk
http://www.themastersofphotography.com/
Notes:
ABOUT THE MACALLAN
Founded in 1824 in the heart of Speyside, The Macallan was one of the first distilleries inScotlandto be legally licensed. Since then it has built a reputation as one of the world’s leading single malt whiskies. The creation of The Macallan draws on the vital contributing influences ofSpain, North America andScotland, and of their respective natural raw materials, combined with traditional methods and craftsmanship. From its founding, through the subsequent owners of The Macallan distillery in the nineteenth and twentieth centuries and into the present century, The Macallan has been recognised for its outstanding quality above all else. Today this remains the foundation for the worldwide fame of The Macallan and is such that it is truly “The Last Word” in luxury and at the heart of those special moments brought alive over a glass of The Macallan.
The timeless reputation of The Macallan is founded upon Six Pillars:
The Spiritual Home
Easter Elchies House proudly watches over The Macallan distillery inSpeyside,Scotland. Built in 1700, this Jacobean manor house is The Macallan’s spiritual home.
Curiously Small Stills
The Macallan’s curiously small and uniquely shaped copper stills help to concentrate the flavour of the ‘new make’ spirit.
The Finest Cut
The ‘cut’ is the amount of distilled spirit collected from the stills as ‘new make’ spirit. The Macallan takes one of the finest ‘cuts’ of any distillery inScotland; typically just 16% goes forward to fill or our casks.
Exceptional Oak Casks
The Macallan’s unfaltering obsession with selecting exceptional oak casks brings an unsurpassed, timeless quality to The Macallan.
Natural Colour
The Macallan insists upon Natural Colour. It is the interaction of spirit and wood alone which delivers the rich variety of colour, aroma and taste evident through out the range.
Peerless Spirit
The Macallan remains the single malt against which all others must be judged. It is celebrated far and wide by experts and discerning drinkers as the world’s most precious whisky.
The 1824 Series
TheUKwill be the first market to take the new range with the launch of Gold in Autumn 2012, exclusively for 6 months. The 1824 Series will then roll out in Europe andCanadaplus key emerging territories in Central and Eastern Europe, Latin America andAfricafrom Spring 2013.
The Macallan has unveiled The 1824 Series, a range showcasing two of its greatest strengths; oak sherry casks and natural colour.
Bob Dalgarno, The Macallan Whisky Maker, has created four expressions by identifying the natural colour formed during maturation in different casks types to create the character informed by these colours. The expressions are Gold, Amber, Sienna and Ruby, all names reflecting the actual colour of the whiskies in the range, but also describing naturally occurring minerals and metals.
This innovative approach to whisky making is the first to derive the final character from the natural colours drawn into The Macallan from the oak sherry casks over the years of maturation. It has allowed Bob Dalgarno to assess the broadest range of casks delivering an unrivalled range of natural colours.
Bob Dalgarno, Whisky Maker, The Macallan, said, “The Macallan world of colour is the true inspiration of the 1824 Series. Using colour to drive and define a whisky differs dramatically from the conventional age approach, allowing us to explore different casks and take a more flexible approach to our stock. We have been able to work creatively with the full range of matured stock available, rather than working to a pre-determined character based on age. For me, the key thought in this range is that a great single malt doesn’t need to be 30 years old to taste like a 30 year old.”
By drawing on his broadest range of skills in cask selection, Bob has been unshackled by the need to draw on casks selected first and foremost for their age. His expert skills ensure consistency through the effective management and selection of the casks which provide the spectrum of natural colour and character essential to The Macallan.
Tasting notes:
Gold – a burnished gold spirit offering a lemon citrus nose, then orange peel and sweetness that softens but doesn’t eliminate the zest. A note of vanilla followed more assertive by dark chocolate – with lingering floral and light oak notes. Citrus and boiled sweets dance on the palate, along with hints of ginger and cinnamon, while soft oak tones reveal toasted apples. The finish is medium sweet, malty and slightly dry.
Amber – a floral, citrus sweet nose gains presence, commanding a chorus of sweet vanilla notes over freshly harvested grain. Raisin, sultana and cinnamon look on as toffee apples and candy floss step into the limelight. On the palate, fresh green apples and lemons mingle with cinnamon. Ginger notes hover as fruit takes over, with subtle oak lingering. The finale is light to medium, with soft fruits and cereal, slightly dry.
Sienna – a warm opening with a subtle vanilla nose, persistent yet not overpowering.Orange arrives, turning zesty and sharp, though tempering green apples add freshness and balance. Next comes white chocolate truffles, chewy and sumptuous, with elegant oak notes. Dates, figs and raisins lead the palate then make way for nutmeg and ginger with a splash of oranges and apples, before vanilla returns. The final fanfare is gentle, smooth and warming.
Ruby – Spanish Oak piques the nose before reluctantly admitting rich, dried fruits and an edgy trickle of treacle. A hesitant sweetness enters, then oak returns, burnished and mature. On the palate a rush of ginger, nutmeg and resin herald orange, sultana and raisin with their restrained but pervasive sweetness. Clove is here and gone, leaving oak the undisputed maestro. The finish of this ruby-red spirit is long, lingering and reflective.
Maxxium UK:
Maxxium UK Limited is a company registered inScotlandunder the Companies Acts (Registered number SC203623) and has its registered office at Maxxium House,CastleBusinessPark,Stirling,FK9 4RT, to which address any notices should be sent.
Maxxium UK Limited is part of the global sales and distribution alliance between Beam Global Spirits and Wine Inc and The Edrington Group. Its portfolio of premium spirits includes: The Famous Grouse, Teacher’s and Cutty Sark blended Scotch;Highland Park, Laphroaig and The Macallan single malts; Courvoisier cognac; Jim Beam and Maker’s Mark bourbon. In addition Maxxium has premium brands across a number of other drinks categories including Sourz, Brugal, After Shock, Sauza and Harveys. MaxxiumUKalso represents third-party drinks brands including Stolichnaya vodka, Bols liqueurs, Galliano and The Glenrothes.
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