#MarketingExcellenceAwards spills: How Edrington goes beyond producing great drinks

Edrington, the producer of the iconic scotch whisky The Macallan, has always focused on becoming the world's leading builder of ultra-premium spirit brands. Founded 160 years ago, Edrington said its success stems from a heritage of exceptional people, dedicated to crafting spirit brands of the highest quality. While The Macallan is its central focus, Edrington is also supported by other brands such as Highland Park, The Glenrothes, Naked. Its brand portfolio is completed with The Famous Grouse Blended Scotch Whisky and Brugal rum in the Dominican Republic.

Although Edrington places utmost importance in the quality of its drinks, it also seeks to make a positive contribution to the communities in which consumers live and work in. In fact last year, the scotch and spirits brand launched The Macallan Charity Gala to give back to charity, which saw it clinch a finalist spot in Excellence in Corporate Social Responsibility at MARKETING-INTERACTIVE's Marketing Excellence Awards 2020.

In an exclusive interview with MARKETING-INTERACTIVE, Francois Saurel, regional managing director, Asia Pacific, Edrington, shared how the brand is continuing to engage its consumers even with social restrictions in place. Saurel also talks about Edrington's recently-launched experiential space, The Macallan Experience at Raffles Hotel Singapore, which tells the story of The Macallan through an immersive sensorial experience. 

What are some of the expectations your consumers now have for your brand?

Saurel: Engagement – Consumers are increasingly looking into more intimate and meaningful experience that would allow them to be inspired and excited about the brand.

How has your marketing/your clients marketing plans shifted this year?

Saurel: The year 2020 has been an unprecedented year that has tested us all on many fronts. In these unprecedented times, when each of us is dealing with significant change and heightened uncertainty in our lives (be it in our personal, social or professional circles), we wanted consumers to draw on and seek comfort from experiences that talk to dedication, perseverance and staying true to one’s beliefs in the face of adversity.

A great example of this our newly launched experiential space: The Macallan Experience at Raffles Hotel Singapore. It tells the story of The Macallan in a way that does justice to its rich history and the unrivalled mastery of its craft is no simple feat. Delivering a sensorial experience that immerses them in the world of The Macallan, while not setting a foot outside of Singapore, was a way in which we wanted to engage, inspire and excite guests in these times.

What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?

Saurel: Intimate small group gatherings and bespoke stunningly-crafted experiences will continue to play a big part in our new way of life moving forward, as consumers seek out enriching and unique brand experiences to enjoy with close family and friends. The pandemic led customers to re-focus on the right and relevant brands that are truly meaningful to them, with customers becoming even more interested and demanding in the brands they relate to. That sets new expectations and obligations for the brands to excel at establishing and nurturing affinity and relationship with their customers.  

What do you think makes for great marketing these days?

Saurel: Story-telling, story-feeling and the ability to connect and inspire, whilst continuing to craft and best-in-class present the most exceptional liquid and product. And this is the reason why we are constantly seeking innovative ways to engage, such as The Macallan Experience at Raffles Hotel Singapore which brings to life the fundamental chapters of The Macallan through engaging and inspirational story-telling. The Macallan Experience at Raffles Hotel Singapore will continue to open its doors to guests for the better half of 2021 till 9 May 2021, and we look forward to sharing the story of The Macallan with more people at this beautiful and iconic experiential space.