A union of two global brands – firmly anchored in Scotland  

In 2024 we collaborated with The Macallan to mark the Single Malt Scotch Whisky’s 200th anniversary. Rooted in our shared heritage, creativity and global outlook, this flagship partnership was firmly anchored in Scotland with arms wide open to the world. 

As Principal Partner of The Opening Event: Where to Begin, The Macallan was at the heart of an immersive experience that launched Edinburgh’s festival season. Through innovative installation, live performance, video projection and captivating storytelling, we celebrated the art of craftsmanship and the ritual of a shared experience with over 7,000 ticket holders over the Festival’s opening weekend.

Our bespoke partnership enabled us to:

• Enrich The Macallan’s brand story among Festival audiences.  
• Develop rich content for our respective PR campaigns, social media and subscriber engagement.
• Capture high-quality creative footage for The Macallan’s channels and anniversary product campaign.
• Enhance stakeholder relationships with special events and exclusive experiences including an expert-led whisky tasting, deepening connections with The Macallan’s consumers and Festival supporters.
• Activate The Macallan brand within our iconic home venue at The Hub through product and branding. 

Discover More  

To find out more about how we can craft a tailored partnership together, contact our Head of Partnerships, Ally Steel at [email protected]

Crafted without compromise. Please savour The Macallan responsibly. Do not share with anyone under the legal purchase age.