2019/20 was another remarkable year for The Macallan as the brand continued to redefine the boundaries of luxury and make progress towards its vision of becoming the world’s ultimate spirit. Despite a volatile external environment, the brand’s power score climbed for the fourth consecutive year, underpinning a strong commercial performance that saw contribution increase by double digits.
Over the last 12 months, in all areas of our work, we stayed true to our long-term approach of creating value by following the brand’s guiding principles of mastery, creativity and excellence in execution.
A new Whisky Mastery Team was assembled in the summer. Collectively, this diverse team has over 100 years of experience in the making of Scotch Whisky and adheres to a singular philosophy of uniting “art and science” when crafting The Macallan.
The command of our craft continued to shine through in the exceptional quality of our high age spirit. This was reflected in the brand’s sustained dominance in the prestige whisky segment, defined as expressions that are 25-years-old and above.
The Macallan Estate, the cradle of the brand’s rich history and heritage, established itself as one of Scotland’s most successful brand experience destinations. The Estate is integral to the brand’s history and embodies our commitment to sustainability, a feature that is as fundamental today as it was in 1824 when the distillery was first registered. The distillery’s harmonious and unique design has attracted visitors from around the world, winning the prestigious RIAS Andrew Doolan Best Building in Scotland Award and being acclaimed as one of the UK’s finest new buildings.
Through our creative vision, “Make the Call”, our global brand campaign developed into the acclaimed “Turning Point” film, which shed light on moments that have defined the course of The Macallan. As part of the brand’s media partnership with Wallpaper* and the New York Times, we launched “The Macallan Conversations”, a series of interviews on the life choices of inspiring individuals. The evolution of our brand campaigns towards richer content creation generated a further collaboration with the renowned chefs the Roca brothers on the release of a new film, “Distilling Scotland”, which can be seen on Amazon Prime.