The Macallan has unveiled its iconic and unprecedented new distillery and visitor experience, after 6 years and $186 million in the making. Solidifying its position as the luxury single malt, the brand also needed to spread mass awareness about its opening to drive interest and traffic to this whisky mecca as a true destination.
To do this, The Macallan created a global campaign bringing the new distillery experience to consumers and stakeholders around the world through an array of engaging experiences and custom content. From the doors of the new distillery and inside the stunning new visitor experience, an interactive virtual experience will allow consumers anywhere in the world – at an event, on their mobile phones, on our social media pages, or in a retail store – to explore the new distillery as if they were really there, and choose their own path to learn more about the history and heritage of The Macallan and its unrivalled whisky making process. From Hong Kong to Mexico City to NYC and beyond, the installations and VR technology will bring the distillery to the world.
In the US, an event series highlighting the brand’s foundations and future will take place for one week in July – with a private media & influencer event in NYC followed by a consumer-facing activation at Grand Central Station.
In addition to whisky tastings, also featuring the brand new Edition No. 4 expression, and brand education moments, the events will feature an immersive “Cube” installation that brings the new distillery to life within a large, interactive booth structure. The 15x15x15 “Cube” offers an unprecedented opportunity to experience the distillery like never before. An in-person guide will take guests through a 4D multi-sensorial, immersive experience features 360 degree panoramic content of the new distillery projected on large scale walls of the booth.
Grand Central Activation
To celebrate the launch of The Macallan’s new distillery and bring a taste of Speyside to New York, we will transform Vanderbilt Hall into an immersive and sensational experience where guests will be transported to the distillery. The interactive cube will take guests on a virtual journey through the distillery and Easter Elchies Estate to learn about the distillery building architecture, our collectable expressions and untold stories from our estate. As part of the experience, guests will enjoy samples of The Macallan with bites of Scottish fare.
The Macallan’s new distillery activation will take place at the following dates and times:
- Date(s): Wednesday, July 25, Thursday, July 26 and Friday, July 27 (half day only) – Friday, July 27 is National Scotch Day
- Time: 11:30 AM to 7:30 PM (12:00 PM to 3:30 PM on Friday)
Source: The Macallan