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

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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.

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