Edrington is hosting an off-premise “experience” with Harrods in London for its James Bond-themed The Macallan expression.
The activation, which commenced yesterday [19 February] and runs for four weeks, comprises a walk-through of past Bond memorabilia to promote the limited edition single malt that was rolled out worldwide in September. The whisky, which does not carry an age statement and comes in six different pack designs, has an SRP of US$800 per bottle.
As well as in-window presence, the concept features items including a gold bar from the Goldfinger movie in 1964 signed by Sean Connery, Jaws’ metal teeth from 1977’s The Spy Who Loved Me, and Oddjob’s steel-rimmed bowler hat from Goldfinger in 1964. Visitors will also be invited to have their photo taken in the cockpit of the ‘autogyro’ flown in You Only Live Twice [1967].
Harrods is the exclusive UK stockist of a six-case pack of The Macallan’s James Bond 60th Anniversary Release.
Late last year, Moët Hennessy recruited the latest Bond, actor Daniel Craig, to front an ad in the US for vodka brand Belvedere.
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