As one of the world's most sought-after, luxury liquids, The Macallan had no problem driving demand. But the brand was being outpaced in the cultural arena.
Over the past 18 months, MATTE has employed the full breadth of its services to help The Macallan both engage new audiences and entice its existing community. In shaping a renewed look and feel, and offering a strategic perspective on design and brand experience, this partnership strives the bring the incomparable to life, and assert the cultural relevance of a legacy liquid.
HOW DO YOU MAKE "HERITAGE" RELEVANT FOR A MODERN CONSUMER?
THE WAY IN
Our strategy started with The Macallan's DNA — what makes the liquid and the brand stand out from the rest? We understood that its spiritual (and literal) home in the Spey region of Scotland needed to be our starting point. We worked with the brand to understand the codes, customs, and craft processes that go into every bottle of The Macallan. We used those elements as inspiration with cultural activations that remixed and recontextualized the core truths of the brand.
PLANNING & WORKSHOPS
Our partnership spans press-driving activations and immersive experiences. Working with The Macallan's IAT, we help set the intention and marketing plans for upcoming brand opportunities — identifying key calendar dates, brand moments, and industry-adjacent milestones to activate The Macallan.
CALENDAR MILESTONES
In Stage 2, The Macallan and MATTE have partnered on a vast number of consumer experiences, each tied to milestones on the cultural calendar… Where new luxury plays in North America, so too does The Macallan.
HOUSE OF THE MACALLAN
The Macallan sort to crystalize the past, present and future of the brand for its trade and distribution partners. In response, MATTE developed the House of The Macallan roadshow for NY, LA and Miami markets—a touring brand and product experience that showcased flagship products, gave a glimpse into new products, highlighted brand partnerships and collaborations, and activated against the six pillars of the brand.
Together, the Macallan and MATTE have partnered on a vast number of brand experiences, with many of these events tied to milestones on the cultural calendar… Where new luxury plays in North America, so too does The Macallan.
MONTEREY CAR WEEK
The Macallan partners with MATTE for a three day activation during Monterey Car Week. This included a monolithic structure which housed a front bar and private tasting room on the Bentley site, as well as a beachfront dinner for +150 select guests.
THE MACALLAN POPS UP AT CULTURAL MILESTONES THROUGHOUT NORTH AMERICA
DAVID LACHAPELLE’S OPENING AT FOTOGRAFISKA
The Macallan takes over the Chapel Bar during David LaChappelle’s opening night of his first New York solo exhibition at Fotografiska. Included at the event was a private tasting experience inside the Chapel Bar's confessional booth.
ART BASEL AT THE BASS MUSEUM
Built on craftsmanship. Committed to creativity. Together, we curated an immersive weekend-long experience at The Bass Museum during Art Basel Miami Beach in celebration of The M Collection of single-malt whiskies: The Macallan M, M Black, and M Copper.
This flagship brand experience included an exclusive dinner, a "Double Spey Cast" art installation (inspired by The Macallan's Speyside home), projection mapping in collaboration with Oscar Zabala, hologram boxes showcasing product collections, multiple bars and a live music performance by James Blake and the NY Ballet.
THE MACALLAN IN MOTION
TALENT AND GUEST LIST CURATION
THE MACALLAN BRAND CODES MEETS MATTE'S DESIGN EXCELLENCE
FOR EACH MILESTONE ON THE MACALLAN CALENDAR, MATTE EMPLOYS ITS CONTENT PRODUCTION SERVICES TO CAPTURE STILL AND VIDEO ASSETS, OFTEN REQUIRING OVERNIGHT TURN-AROUND FOR IMMEDIATE DISTRIBUTION.
“ WORKING WITH MATTE OVER THE PAST 18 MONTHS HAS HAD A TRANSFORMATIVE IMPACT ON THE MACALLAN. MATTE HAVE SET THE BENCHMARK FOR HOW OUR BRAND SHOWS UP IN THE MARKET. AS AN AGENCY, THEY OFFER BOTH VISION AND CRAFT, AS WELL AS BEING TRUE COLLABORATIVE PARTNERS. ”
Jessica Tamilio
BRAND DIRECTOR USA & CANADA
