In its biggest ever year, The Macallan grew both volume and value, while strengthening its global equity with continued investments behind every aspect of the brand.
It is an incredible privilege to become one of the custodians of The Macallan, particularly in the year when we opened our new distillery and brand home on Speyside.
This magnificent asset sits at the heart of both The Macallan Estate and our future plans for the brand and will allow us to build a unique experience that brings the past and future together, blending nicely our unique heritage and legacy with a forward-looking confidence and creative mindset. It showcases The Macallan’s exceptional craftsmanship, creativity and commitment to excellence. Most important of all, the new distillery continues to make spirit of the peerless quality and character that set The Macallan apart.
With The Macallan established as the world’s most valuable single malt, we have also continued to invest behind every aspect of the brand, from whisky and warehousing to The Macallan’s signature sherry-seasoned oak casks and premium packaging that sets a new standard for spirits.
Our first ever global consumer communications campaign, Make The Call, was launched and is successfully introducing The Macallan to a new generation of consumers, growing popularity and awareness for the brand with a new audience. We are at the same time investing in new direct to consumer strategies in fast-growing markets across the globe.
