The Macallan Fine Oak 10 Year Old reached Multiply agency, Edinburgh, to create an promotion campaign, which is planned to attract up to 135 thousand consumers over the next year. They hope that the core of their buying segment will be «discerning men with an interest in luxury items that display a high level of craftsmanship such as fine time pieces or super performance cars«.
Multiply developed the concept of The Macallan Lounge, which will be put into life at consumer shows in Birmingham and London in late November and early 2010. The Macallan Lounge is an exclusive place where you can meet with your friends and have a nice talk enjoying gorgeous single malt. The guest of the Lounge will have an opportunity to win a Saville Row suit, get an overnight stay in a 5 star hotel in London as a present or have a free delicious dinner at a Michelin star restaurant.