Edrington has kicked off a movie theatre and online activation for The Macallan, centring around a short film on the life story of the distillery’s former MD, Janet Harbinson.
The video, ‘The Spirit of 1926’, details Harbinson’s role in the creation of The Macallan Fine & Rare 1926. A bottle of the single malt was sold at auction three years ago for a world-record GBP1.5m [then-US$1.9m].
Featuring actor Emily Mortimer in the lead role, the film was directed by Four Weddings and a Funeral director Mike Newell. With a soundtrack by Scottish band Simple Minds, the film will run in cinemas worldwide as well as on the brand’s website.
Earlier this year, brand owner Edrington leveraged The Macallan’s tie-up with carmaker Bentley Motors through Horizon, a horizontally-displayed expression of the Scotch whisky.
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