The Macallan’s First Virtual Experience Takes Fans Behind the Scenes of Whiskey Making

Scotch experts lead digital event to celebrate the new double cask range

three bottles of whiskey
The Whisky Bench Experience celebrates the launch of the launch of the double cask range. The Macallan

The Macallan scotch whiskey brand usually leverages experiential tactics to introduce new products to consumers, be it through immersive theater or mixed reality. With the Covid-19 pandemic limiting physical innovation, however, the U.K.-based alcoholic beverage brand was forced to get creative digitally for the public-facing launch of its newest edition. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.