The Macallan, one of the world’s most sought-after single malt whisky brands, collaborated with renowned Michelin-starred Chef Vineet Bhatia to showcase the craft and excellence behind the Macallan single malt whiskey. The collaboration aimed to showcase a bespoke menu curated by Chef Bhatia and Jodie Marriott, Brand Education Manager at The Macallan-The Middle East, Africa, and India, featuring a marriage of Indian spices with The Macallan’s subtle yet distinct flavor profile.
Mission
To achieve the objectives of the collaboration, The Macallan partnered with Travel + Leisure India & South Asia to provide media coverage for the event. This included social media stories, followed by print advertisement and native articles. Guests were able to sample a bespoke menu curated by Chef Bhatia and Jodie Marriott, Brand Education Manager at The Macallan-The Middle East, Africa, and India. The menu was designed to showcase the flavors and aromas of The Macallan single malt whiskey and pair them with Indian spices to create a unique and memorable dining experience.
Solution
The event was held at a luxurious location in India, and Travel + Leisure India & South Asia provided extensive coverage of the event via social media stories, followed by print advertisement and native articles. The coverage featured insights into the nuances of whisky making and the two major categories of whisky. The Macallan’s Brand Education Manager, Jodie Marriott, spoke with Travel + Leisure India & South Asia about the intricacies of whisky making and the unique flavor profile of The Macallan single malt whiskey. The media coverage showcased the bespoke menu curated by Chef Bhatia and Jodie Marriott, which featured dishes like The Macallan-infused biryani and smoked salmon served with a Macallan glaze. The menu paired Indian spices with The Macallan’s subtle yet distinct flavor profile, creating a unique and memorable dining experience.
Achievement
Through Travel + Leisure India & South Asia’s media coverage, the post-event campaign successfully reached over 100,000 people. The coverage provided insights into the nuances of whisky making and the two major categories of whisky, showcasing the craft and excellence behind The Macallan single malt whiskey. The bespoke menu curated by Chef Bhatia and Jodie Marriott, paired with The Macallan’s subtle yet distinct flavor profile, created a unique and memorable dining experience that highlighted the brand’s quality and taste. Overall, the collaboration with Chef Vineet Bhatia and Travel + Leisure India & South Asia was a successful and memorable event that showcased The Macallan’s craft and excellence.
