Macallan’s taste for social media

“Celebrate the Macallan” has been running for the last 4 years in the U.S. This year the tasting events take place at 9 cities across the country, starting this week in Miami and then progressing to Austin, Dallas, Scottsdale, Arizona, San Diego, Las Vegas, Detroit, Cleveland and Washington D.C. The events feature a brief cocktail reception, a presentation from the Macallan national brand ambassador Graeme Russell, and sampling of the Sherry Oak 12, the Fine Oak 15, the Fine Oak 17, and the Sherry Oak 18. So far, the Miami events have been well attended and the organisers claim their use of Facebook and Twitter has been instrumental in drawing a younger group of people than normal.

“Our new initiative was to focus on people who are new to the scotch experience, and with social media, we have been able to tap into a younger audience,” said Yaz Jenkins, of SoHo Experiential, which produced and marketed the tour.

To attend an event, you will need to register on the Macallan site. You will then be encouraged to post it on your Facebook page and Twitter feed – with the aim of attracting other friends to the event. Throughout the evening, guests were encouraged to post comments on their Facebook and Twitter accounts, using the hashtag #Macallan on Twitter. Attendees also received electronic copies of the photos, which they could send out via their social media accounts.Social media and mobile internet usage show no signs of slowing down.

There are over 300,000 apps in Apple’s AppStore, with over 7 billion downloads to date. And by 2015, 1 billion people will rely solely on their mobile phones for accessing the internet (ref). So add to that the desire of whisky brands to reach a younger audience and this trend of using social media to recruit fans and spread branded content is only going to increase over the next couple of years.

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