The Macallan single malt whisky,
distributed by Maxxium UK, has reported strong consumer engagement and sampling
figures after the launch of The Macallan Lifestyle Lounge experience in the
windows of Harrods.
The luxury whisky brand took over
windows five and six on Brompton Road from 2nd – 10th July
and created a gentleman’s lounge in the window display of the world’s most
famous luxury department store. The sampling activity kicked off with an
exclusive event showcasing some essential skills every gentleman should master
led by Maxxium’s Mixxit team; including a master class by Wayne Collins in the
art of creating a classic whisky cocktail, The Macallan Old Fashioned, and a
tutored session from David Miles on how to expertly nose and taste a
whisky.
 |
| The Macallan reaches gents via Lifestyle Lounge in Harrods |
The space was created to celebrate
the award winning The Macallan 1824 Series, with over 1,000 consumers sampling
the Series’ four expressions; Gold, Amber, Sienna and Ruby over the course of
nine days. Consumers explored the whiskies via style pillars, each perfectly
designed to represent the four single malts through the world of fashion,
grooming and lifestyle. To complete the experience The Refinery, London’s
luxury Grooming Emporium for men, was on hand to offer complimentary treatments
such as wet shaves, hairstyling and massages.
Peter Sandstrom, Marketing Director
at Maxxium UK, commented: “We wanted to create an experience for consumers to
engage with The Macallan in a very different environment and one that reflected
the brand’s luxury credentials. With Harrods as the perfect host, The Macallan
Lifestyle Lounge achieved great stand out, intrigue and interaction with
consumers passing through. With a high trial to conversion rate it’s important
we allow people to taste The Macallan for themselves. Sampling is therefore a
key part of The Macallan’s investment plan, which will allow us to grow the
brand’s popularity and introduce new consumers to whisky. Venturing into the
world of men’s lifestyle through The Macallan Lifestyle Lounge provided us with
an excellent platform to do just that.”
Source: The BIG Partnership