Scotch Brand Appeals to Nostalgia to Sell Super-Premium Spirits

Edrington Americas CEO on the consumer shift to vintage luxury booze

Paul Ross, CEO of Edrington Americas, is borrowing tactics from the craft spirits movement to market his high-end Macallan single-malt Scotch whisky. Scotland-based Edrington, known in the U.S. mainly for its Cutty Sark blended Scotch, decided to stop farming out U.S. marketing duties eight months ago, and since then, Ross has been trying to hitch a ride on two monster trends in liquor: luxury and craft. According to the Distilled Spirits Council, high-end and super-premium spirits are the fastest-growing categories in the industry and more than 400 small craft distillers have popped up in the U.S. To keep up, Ross is betting on craft standbys: word-of-mouth, experience marketing and social media.