Following a second round of concept refinement we conducted further exploration with consumers, building on our understanding of their experiences and needs within super-premium gifting, and the essential components of an iconic challenger to their existing first choice at the same price point.
Clear created the final proposition for The Macallan Estate, outlining the selling story and clear hierarchy of the elements within it. We provided detailed executional guidance and worked with the pack design team to retain elements essential for maximum impact. We also worked closely with individual markets, helping them to understand specific local nuances and gaining support for the proposition globally.
In May 2019, Edrington unveiled The Macallan Estate, a celebration of provenance and heritage.