The Macallancase study

client profile

The Macallan

The Macallan, the world’s most precious single malt whisky was first distilled in 1824 at its home on Easter Elchies Estate, Speyside.

The Macallan, produced in Speyside, is owned by The Edrington Group and distributed throughout the UK by Maxxium.

Our core brief is to reinforce The Macallan’s premium and luxury brand positioning in the UK – ‘The World’s Most Precious Whisky’

our brief

BIG delivers strategic brand activation, underpinned by a hard working, creative press office spanning consumer and trade media across the UK

what we did

BIG helps to activate The Macallan’s key brand platforms with a tailored programme of media relations, sponsorship maximisation, media partnerships, events and social media.

Our comprehensive media and blogger contact programme has underlined The Macallan’s premium and luxury brand credentials.

what we did

BIG amplifies the brand’s photography platform, including The Macallan Masters of Photography, across all channels in the UK and social media, strengthening The Macallan’s association in this field.

BIG has also delivered a tailored sampling programme amongst the UK business community, including key regional events and The National Business Awards, for the past five years.

what we did

The gift giving market is a key focus for the brand and BIG maximises all opportunities throughout the calendar year to enhance this via a creative and proactive press office, as well as robust support for new product launches and limited editions.

BIG has also negotiated and managed bespoke media partnerships with key target titles ensuring strong reach to our consumer audience, including GQ and Esquire.

end result

BIG has consistently delivered UK wide coverage spanning national, regional, glossy lifestyle, trade, broadcast and online, focused around brand initiatives, key launches and calendar dates.

BIG has underlined The Macallan’s premium positioning and luxury brand credentials to consumers across the UK.

Coverage includes Daily Mail, Independent, GQ, Esquire and Whisky Magazine, key regional titles including Manchester Evening News and London Evening Standard and all trade publications.

testimonial

{Chris Anderson}Marketing Controller, Malt Whiskies, Maxxium UK

“For a number of years, we have retained The BIG Partnership to manage the consumer PR across our portfolio of Scotch whiskies. We are fortunate to have a strong relationship with such an effective agency. Their work is always insightful and grounded in practicality. The team is positive, experienced, professional and very easy to work with. In particular, their work on raising The Macallan’s profile within luxury titles has really helped move the brand forward.”

Glasgow

The BIG Partnership5 Park Circus PlaceGlasgow G3 6AH

0141 333 9585

Edinburgh

The BIG Partnership4th Floor, Venue Studios21 Calton RoadEdinburgh, EH8 8DL

0131 557 5252

Aberdeen

The BIG Partnership11 Thistle PlaceAberdeen AB10 1UZ

01224 615000

Liverpool

The BIG PartnershipSuite 620, The Plaza100 Old Hall StreetLiverpool L3 9QJ

0151 600 5126

www.bigpartnership.co.uk info@bigpartnership.co.uk

Fife

The BIG Partnership36-40 High StreetKirkcaldy KY1 1LU

01592 643200