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Macallan hopes for more exposure

Published:  23 July, 2008

Scotch producer The Macallan has teamed up with a still-life photographer for its new print advertising campaign.

Italian snapper Guido Mocafico has produced a series of images for the new campaign, which is titled "The Macllan. The Malt".

The campaign will be primarily aimed at the USA and Taiwan.

Ken Grier, director of malts at The Edrington Group, which owns The Macallan, said: "The stunning photography and the use of 'The Macallan. The Malt.' is highly distinctive and will deliver increased brand recognition, while continuing to support the brand's luxury credentials.

"The brand is often described as 'the world's most precious whisky' and this new advertising campaign certainly supports this positioning."