“The end of year festive period is a hugely competitive time in the spirits category and its always challenging to stand out on shelf.  Its therefore very important to ensure our gift packs are eye catching and striking.  In 2018 we worked with Lineup Studios to create tins and glass packs for our four core expressions.  The packs have a global footprint – over 32 markets – so our primary aim was to create packs with universal appeal that enabled us to tell the story of our cask journey. It was also important that the packs delivered on The Macallan’s luxury credentials and the chosen creative route really delivered in these areas.  The final packs look fantastic and initial feedback on performance has been very positive.”

Gemma Grierson
Brand Manager, The Macallan.