Edrington has recruited US actor James Marsden and his son, model & musician Jack, to front a social media activation for single malt flagship The Macallan.
‘Drink of a Generation’ debuted last week on James Marsden’s Instagram channel (below), promoting The Macallan’s ultra-high-end 25- and 30-year-old Sherry Oak iterations. The pair carry respective SRPs of US$2,785 and $4,000 per bottle.
The campaign has been designed to “bridge the gap between heritage prestige and the next generation of consumers”, Edrington said. Backing the lead video featuring the pair are further tie-ups that have also been secured with other “digital creators”, including barber/groomer Vince Garcia, jewellery designer Stella Simona and stylist Justin Boone.
“Gen Z spending on luxury goods is forecast to grow to account for up to 30% of the global market by 2030,” the brand owner said. “They’re looking to spend in alignment with their values and redefine luxury from materialism to experimentalism.
“By centring the campaign narrative on a real-life father and son, the brand is moving away from traditional, luxury tropes to focus on shared craft and relational storytelling.”
Earlier this month, the former MD for The Macallan at Edrington resurfaced at rival William Grant & Sons. Igor Boyadjian, who spent nine years with his previous employer, was appointed chief brand officer and will “lead global brand strategy and marketing execution”.
