THE MACALLAN LAUNCHES FIRST EVER VIRTUAL DRAM APP

The Macallan, distributed by Maxxium UK, has become the first whisky brand to create a virtual dram app on Facebook, as part of its social media strategy.

Entitled ‘Share a dram’, the app has been developed to build on the brand’s growing presence on Facebook, which recently smashed the milestone of 60,000 fans.

The app, which launched today, will allow fans to share a virtual dram with their friends by selecting their favourite expression from The Macallan range on the app, including The Macallan Sherry Oak 12 years old, The Macallan Fine Oak 15 years old and the 1824 Collection. A variety of serving options are also offered including the famous The Macallan Ice Ball serve.

As fans share further drams with their friends on Facebook, they will gain access to higher end whiskies such as The Macallan 1824 Estate Reserve and The Macallan Fine Oak 21 years old. Fans will also gain an insight and learn more about the different whiskies in The Macallan range.

This innovative tool will allow The Macallan to further engage with existing fans and appeal to new fans across the global social media sphere.

Facebook is continuing to generate significant momentum with currently more than 800 million active users worldwide and over 50% of those logging on daily. Every month, over 500 million people use an app on Facebook.

Annabel Kohler, Marketing Innovation Manager for The Macallan said: “This marks an exciting move for The Macallan in the world of social media. The launch of the new app will build upon the nature of sharing a dram with friends, as well as the luxury, style and authenticity long associated with The Macallan.

“We recognise that Facebook offers a powerful platform to interact directly with our fans. It has become an integral part of daily life and is set to continue its growth. We are confident that our new app will really capture the imagination of our fans and introduce newcomers into the world of whisky, by allowing them to experiment and share different expressions with friends. It is also a great way to enhance the way in which our fans interact and engage with one another.”

The Macallan ‘Share a dram’ app can be accessed on The Macallan Facebook page: http://on.fb.me/s0w9zw

To find out more about The Macallan go to www.themacallan.com

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

Please enjoy our brand responsibly

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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 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.