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The Macallan Invests $15 Million In Digital-Focused Campaign

May 4, 2018

Edrington’s The Macallan is making a $15 million investment in a new digital marketing campaign, aiming to bring new customers to the brand through social media. The initiative looks to introduce consumers to Macallan’s Fine Oak series through Instagram and Facebook messaging and help the single malt Scotch brand reach new markets.

The company also announced that it would expand its use of product placement by partnering with Netflix to place The Macallan in the streaming service’s original programming. The company expects new marketing content to debut by October 2018. The Macallan, which is set to open its new $130 million distillery and brand home in Speyside this summer, was up 7% to 250,000 cases in the U.S. last year, according to Impact Databank.—Shane English

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