THE MACALLAN

Background

The Macallan is one of the most revered single malt whiskies. As a successful brand with a worldwide reputation, it was clear that opportunities existed to grow their business through attracting new and different types of customer, who would not necessarily consider whisky as a drink of choice or who tended to drink premium blended whisky.

Growing markets such as China and Taiwan, where whisky is a ritual and the drink of choice with food, instead of wine. Women, too, who are more likely to favour liqueurs or cocktails, but not necessarily whisky-based ones.

This was an innovation project aimed at helping The Macallan define some new product concepts and propositions, which they could research further for potential customer appeal and economic viability.

Idea

INNOVATE WITHOUT BRAND COMPROMISE

Story

Single malt whisky producers are required to age their product for at least 3 years before bottling. The Macallan matures its single malt for a minimum of 5 years. They believe anything less compromises quality for a single malt made to be drunk largely unadulterated. They have the capacity to produce more stock and bottle it earlier so they wanted to explore whether using some at 3 years might be feasible. They were looking for interesting product concepts with propositions that would have market appeal but not be at conflict with or undermine the master brand.

Working with their brand team, commercial managers and master distiller, Identica were commissioned to be part of the innovation team. There were two stages to the project. First, there was a two-day workshop creating new product ideas, developing and refining these. Then I worked with the Creative Director and his team to turn the agreed ideas into more detailed proposition statements, product stories and early visual concepts for use at the next stage of the project.

With thanks to Identica.