BUSINESS WORLD ENJOYS A TASTE OF THE MACALLAN

The Macallan single malt whisky, distributed by Maxxium UK, is investing in a business sampling programme at some of the UK’s most prestigious events on the business calendar, engaging with over 2,850 people. 

The aim of the programme is to engage and educate consumers.  The brand will sample The Macallan Fine Oak at a host of events including the prestigious National Business Awards, attracting some of UK’s leading entrepreneurs and business heavyweights.

Kicking off at the Restaurant and Bar Design Awards next month, The Macallan will showcase its pioneering Ice Ball Serve at this contemporary event.  Guests will be able to enjoy the theatre of this innovative serve, with a perfectly formed sphere of ice in each glass.

Other national events will include the Law Awards of Scotland in Glasgow on 8 September, and the National Chamber of Commerce Awards in London on 24 November, which is considered to be one of the UK’s most prestigious business awards on the calendar.

In addition to business events, The Macallan Lounge will also tour some of the UK’s top lifestyle events, heading to London in November for the Top Gear Live Show.  The theme will be motor racing masters with one of Nigel Mansell’s Formula 1 racing cars showcased in The Lounge.

The Macallan Lounge will also be visiting The Holiday and Travel Show, January 2012, as well as appearing in The Photographic Masterclass area of The Gadget Show Live, April 2012, showcasing the latest innovations in the world of photography.   The Macallan Masters of Photography will be showcased at both of these events.

The Macallan Lounge, a travelling ‘lounge bar’, offers an elevated sampling experience where consumers are invited to meet with friends, relax and enjoy a complimentary dram of The Macallan Fine Oak 10 year old. The Macallan Lounge aims to achieve over 28,000 brand interactions and gain exposure to 230,000 consumers during the programme.

Peter Sandstrom, Marketing Director at Maxxium UK ltd, commented: “We have a tailored marketing strategy for The Macallan and sampling is a key part of the brand’s investment plan.  These events offer strong platforms to further build our brand, reaching both existing Macallan fans and introducing the brand to new consumers.  We are confident that the awareness of The Macallan is high and the best way to introduce whisky is getting it into people’s hands and allowing them to try it out for themselves. The Macallan tends to have a high trial to conversion rate so when people taste it they tend to like it.” 

Maxxium UK:

Maxxium UK Limited is a company registered in Scotland under the Companies Acts (Registered number SC203623) and has its registered office at Maxxium House, Castle Business Park, 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. Maxxium UK also represents third-party drinks brands including Stolichnaya vodka, Bols liqueurs, Galliano and The Glenrothes.

For further information on our brands and how to enjoy them log on to www.mixxit.co.uk

The timeless reputation of The Macallan is founded upon Six Pillars:

The Spiritual Home

Easter Elchies House proudly watches over The Macallan distillery in Speyside, 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 in Scotland; 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 throughout 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.

For further information visit www.themacallan.com