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The Macallan reaches 170,000 consumers with travelling lounge bar

Published:  11 October, 2010

The Macallan, has exceeded expectations in its 2009/10 sampling programme with the introduction of its travelling lounge bar.

Over 12 months , The Macallan Lounge, has reached almost 170,000 consumers with nearly 30,000 direct brand sampling interactions across the UK.

The programme's focus has been to educate and recruit consumers through focused sampling at relevant major UK events and through affiliations with key luxury brand partners.

The walk-in lounge has been tailored to suit the unique requirements of each event which included The NEC Golf Show, Golf Live, Autosport International and Destinations London and Birmingham.

It also partnered with Selfridge's 'Wonder Room' event, showcasing their finest watches, and their joint fashion shows with GQ in the Manchester and Birmingham stores.

Bob Dalrymple, marketing manager for Maxxium UK, said: " While we are confident that the awareness of The Macallan is high, the best way to introduce whisky is getting it into people's hands and allowing them to try it out for themselves. The Macallan tends to have a high trial to conversion rate, so when people taste it they tend to like it."

The Macallan sampling programme was implemented in partnership with Multiply.