Make Rare Cask the leading iconic product for The Macallan brand in order to recruit luxury level consumers already consuming high value spirits.
We need to develop an integrated 360 plan to launch Rare Cask brilliantly and ensure the long term brand health.
My role: Concept and Art Direction
The magic appears to those who can see it. Those who know what to look for. There is a time when it all becomes clearer. Takes shape. Becomes something unique. The mastery is knowing when it’s time. The mastery is seeing what’s already there, even if it’s less than 1%. Sherry oak character. Majority first fill. The ruby red colour of nature’s craftsmanship.
Chosen by a masterly eye.
Recruit mainly from Johnny Walker Blue Label.
Recruit premium offering from Single Malt whiskies.
Move existing The Macallan 18YO consumers to Rare Cask.
Deep down you know there is something more. Perhaps you don’t see it at first, but trust your instincts. Allow yourself to take a closer look. See it through the eyes of a master. Recognize the brilliance that’s already there. Slowly it becomes clearer. Begins to take on shape. The ruby red colour of nature’s craftsmanship. First fill purity. Incomparable sherry oak flavour. The 1% that stood out from all the rest.
Like the master himself, you knew it all along…
We present The Rare Cask as the exclusive choice for those who know what to look for in a superior whisky. The text combines calls to action with the attributes of the line, inspiring consumers and retailers to understand the characteristics of Rare Cask as synonymous with the criteria The Macallan whisky master uses to recognize superior quality.