The Macallan to offer private jet, yacht and whisky experience for $46k

Edrington-owned Scotch distiller The Macallan has teamed up with Monarch Air Group and Golden Yacht Charters to launch The Macallan Masters Journey, a private jet, yacht and whisky experience with prices starting at US$46,000.

Miles Witt Boyer – @mileswittboyer

The Macallan is branching into luxury travel with an experience which transports users via private jet and yacht from New York to Miami.

Guests travel from New York’s Teterboro airport via private jet where they can sample whiskies from the producer’s master series including The Macallan Rare Cask, The Macallan Reflexion, The Macallan No. 6 and The Macallan M, with an on-board private chef whipping up dishes to accompany the drams.

On arrival at Opa-Locka in Florida, travellers are then taken by chartered yacht to Miami.

The fully customisable experience allows prospective customers to choose the number of guests and the dinner menu and specify the size of the jet and yacht as well as the number of whiskies they sample on board.

Miles Witt Boyer – @mileswittboyer

Raquel Raies, national brand ambassador for The Macallan will also be on hand, subject to availability, to take guests through a customised tasting of the whisky range.

The luxury travel experience will be available from next month until March 2019 starting at $46,000. Guests must book their trip at least one week before their intended travel date.

Raquel Raies commented: “My role at The Macallan is to educate consumers and bring the brand to life through luxury experiences and tastings. I wanted to create a once-in-a-lifetime opportunity for whisky connoisseurs to taste a prestige range within The Macallan portfolio; The Macallan masters Series. This luxury journey envelops consumers into the world of The Macallan with tailored, first-class service”.

Edrington has also unveiled its first ever global advertising campaign for The Macallan under the slogan “Make The Call”.

Due to be featured across TV, cinema and digital channels in key markets including the USA, Mexico, Taiwan, China and the UK, the film “offers encouragement to a new generation of luxury consumers who are faced with increasingly complex and often daunting life decisions”.

The campaign was created by creative agency J Walter Thompson and directed by Juriaan Booij of RSA Films.

Ian Curle, chief executive of Edrington, said: “Throughout the history of The Macallan, we have ‘made the call’, repeatedly making the decision to invest in quality above all, even when that has entailed a degree of risk. We believe that this film will resonate with a generation of consumers who want to make the bold decisions that ultimately lead to a more fulfilling life”.

Scott McCroskie, managing director of The Macallan added: “Our vision is to grow The Macallan in the world’s leading cities. This film has been developed with the highest level of quality and craft that is truly fitting for the brand. We are looking forward to seeing the reaction from consumers in key cities around the world”.

This year, the distillery opened its new £140 million distillery and visitor experience in Craigellachie, Moray which has been widely praised by the industry and design experts alike. However, not everything has gone smoothly, with the release of a limited edition whisky called Genesis resulting in the police enforcing road closures to deal with the crowds in August this year. The Macallan said it would be reviewing its procedures following the incident.

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