• by Teresa Buyikian , Yesterday

Macallan recently kicked off its latest global campaign, “You Know Me So Well,” a multifaceted marketing effort that brings together real-life experiences and the 200-year- old whisky brand’s rich history.

The center of the effort is “A Month of Timeless Taste,” a series of nationwide cocktail events, immersive pairings and on-premise activations at “some of the world’s most influential bars and restaurants” in cities including New York, Los Angeles, Miami, San Francisco, Chicago, Boston, Austin, Dallas  and Las Vegas. The events offer curated menus with twists on classic cocktails, with bartenders guiding guests “through personalized flavor journeys that embody the campaign’s central theme.”

At some of the events, consumers can pick up collectible limited-edition glassware charms, in Salmon, Peacock and Horse designs. Housed within blind boxes, the charms are “crafted to echo the spirit, provenance, and craftsmanship of The Macallan.” A QR code on the charm box enables entry into The Macallan Society, the brand’s fan community.

Only three Horse charm are available – and those who find them are granted access to The Macallan’s “most exclusive experiences, including a once-in-a-lifetime journey through The Macallan Estate in Speyside, Scotland, and the historic sherry bodegas of Jerez, Spain.”

Jessica Tamilio, brand director at The Macallan USA & Canada, told Marketing Daily about the campaign and the importance of IRL events for the brand.

Marketing Daily: What was the inspiration for creating “A Month of Timeless Taste?”

Tamilio: We have just celebrated a monumental moment for The Macallan: our 200th anniversary. To honor our rich history while also looking ahead to the next 200 years of innovation, we began this bold new chapter with a reimagined packaging for our Timeless Collections, created in collaboration with visionary designer David Carson.

With a refreshed visual identity, we wanted to invite people to rediscover The Macallan in a new, interactive way.

Marketing Daily: How important are in-person events for Macallan?

Tamilio: They are a fundamental part of the brand’s DNA and essential for both creating and nurturing brand fans. The Macallan is a brand built on provenance and craftsmanship, and sharing a whisky in-person allows us to create a deeper bond with our consumers.

It’s not just about serving a product, but guiding guests through a personalized flavor journey and telling the stories that make The Macallan unique, from the natural color of our whisky to the art of our sherry-seasoned casks.

Marketing Daily: What was the inspiration behind the glass charms?

Tamilio: The Macallan is often (and best!) enjoyed with someone special. We’ve found that it has become a symbol of hospitality and generosity, where new memories are made and old stories are shared. And these charms are a tangible and fun way to tell our story. Each charm -- The Salmon, The Peacock, and The Horse -- represents a core pillar of our brand.

When a consumer discovers one, they are not just getting a gift; they're uncovering a narrative about our provenance, our commitment to natural color and our deep connection to our sherry-seasoning legacy. It transforms a cocktail experience into a moment of personal discovery.

Marketing Daily: Can you tell me more about The Macallan Society?

Tamilio: The Macallan Society is our community of brand fans. When someone signs up to be a part of the society, our goal is to provide a deeper, more meaningful connection through exclusive product offerings and experiences. it's a way for us to bring the legacy and craftsmanship of The Macallan directly to our customers, no matter where they are in the world.

Marketing Daily: How do the bespoke bar events reflect the brand?

Tamilio: Consumers will be taken on a personal cocktail journey and enjoy immersive pairings at some of the world’s most influential bars and restaurants, including Death & Co NYC and L.A.;  Gabriel Kreuther in NYC; Nobu in LA; the Fontainebleau, Miami;  and the Proper Hotel in Austin.

Each element of these events deliberately reinforces our brand ethos, from collaboration with bartenders that share our commitment to craftsmanship, to the custom-designed glassware charms inspired by The Macallan’s legacy. Consumers will feel immersed in the world of The Macallan from the moment they walk through the door, and ideally inspired by the unique serves that our partners have created with our whisky.