On April 29, Prince William and Catherine Middleton (now the Duke and the Duchess of Cambridge) said “I will” at Westminster Abbey—and the time ahead one of the biggest events in Great Britain was a very busy period for brands and advertisers, since each of the big manufacturers in the U.K. just could not miss the opportunity to congratulate the royal couple on their marriage. Multiple limited-edition sets and lines, hilarious advertising and tie-up with social media—all this preceded the big day. Let’s take a look at how brands tapped into the royal celebrations and paid homage to the event, which shook the nation and the whole world.

Macallan, a whisky brand known for its passion for the art of photography, has announced the launch of online photography competition. As reported earlier, back in December 2010, the brand introduced Macallan Masters of Photography: Albert Watson Edition, a single malt and collection of pictures taken by the master photographer Albert Watson. The black and white photos represent key moments of the trip of oak casks from the forests of Spain through to the cooperage in Jerez including breathtaking sceneries and interesting people.

The Macallan Masters of Photography: Albert Watson Edition continues the celebration of two very different but highly revered art processes, photography and whisky-making. From December 1, two unique bottles of The Macallan—a 20 year old Sherry Oak and The Macallan 1946, paired with Watson’s portfolio and platinum prints, will be available to purchase around the world. To mark the launch, Watson’s photographic prints were unveiled in London, kicking off a global exhibition tour.

On November 15, The Macallan® and Lalique set a record for a bottle of whisky sold at auction and all of the proceeds will go to charity: water. Coveted by bidders around the world, The Macallan® 64 Year Old in Lalique: Cire Perdue sold for $460,000 in a lively auction at Sotheby’s in New York City. This sale represents the most unique collaboration to date between The Macallan® and Lalique, with 100 percent of the proceeds benefitting charity: water, an organization that provides access to clean, safe drinking water to people in developing nations.