STEP INSIDE ‘THE MACALLAN MANOR’
SCOTCH BRAND REINVENTS MULTI-SENSORY WHISKY TASTING EXPERIENCE, HITTING CITIES ACROSS AMERICA THIS FALL
August 28, 2018 – The Macallan, the world’s most admired single malt Scotch whisky, announces a new immersive event series,The Macallan Manor, reinventing whisky tasting through a stunning, multi-sensorial experience. The event series embarks on a three-month tour across nine major U.S. cities this fall.
Designed to surprise and delight, The Macallan Manor transforms historic, old-world manors into luxury, first-class tasting experiences, blending the sensorial with storytelling and converting new consumers to Scotch whisky fans. The event series kicks off in New York in early September and concludes in Los Angeles in November.
Guests will journey through four immersive worlds, each a unique experience created around one of The Macallan’s whisky expressions, pairing set design with storytelling and multi-sensory experiments to delve into each of the five senses.
Attendees of The Macallan Manor can expect one-of-a-kind immersive tastings taking place in unexpected locations such as an oak forest with flavor-enhancing flowers imported from the Amazonian rainforest, or a cooperage in Spain, to name a few.. Additionally, guests can expect an unusual food menu – featuring edible clouds for starters – masterfully paired with The Macallan and designed to stimulate and intensify an already premium whisky-tasting experience.
“We are reaching a new group of consumers around the U.S. with the goal to inspire and transform them into fans of The Macallan while giving them a never-seen-before, sensorial, educational and interactive experience,” said Samantha Leotta, Brand Director of The Macallan in the Americas. “We are excited to partner with Adam Aleksander Presents on this enchanting, highly experiential event series, marrying the experiential arts with the best single malt whisky in the world.”
“The Macallan has given us wings to create our largest production to date,” said event designer Adam Aleksander. “We’re building impossible things; 7 rooms on 2 tracks, sculpting trees, making sensory machines and more, taking experiential to the next level. The idea for this event was inspired by travel from a journey I took through in 2017. Utilizing adventure theory, at The Macallan Manor small groups will move through the four rooms together. We put the quality of guest experience at number one and we hope this comes through when guests join us for the experience.”
To apply for an invitation to The Macallan Manor and for more information, visitthemacallanmanor.com. The fall schedule for The Macallan Manor event series is as follows:
New York
September 11, September 12, September 13
The Down Town Association
Boston
September 20, September 21
The Algonquin Club
Miami
September 26, September 27
M Building
Austin
October 2, October 3
Texas Federation of Women’s Clubs
Denver
October 11, October 12
University Club
Chicago
October 17, October 18
International Museum of Surgical Science
Washington, D.C.
October 23, October 24
Arts Club of Washington
Atlanta
October 30, October 31
Callanwolde Fine Arts Center
Los Angeles
November 6, November 8
Greystone Mansion
###
About The Macallan
Founded in 1824 in the heart of Speyside, The Macallan was one of the first distilleries in Scotland to be legally licensed. Since then it has built a reputation as one of the world’s finest single malt whiskies. The story of The Macallan is built on the Six Pillars, each influencing the whisky in its own distinct way. From the spiritual home of Easter Elchies House; curiously small stills giving richness to the pure spirit; finest cut of the distillation, to exceptional oak casks which account for up to 80% of the final flavor in the whisky; natural color and finally peerless spirit, The Macallan itself.
Wood sits at the heart of The Macallan. The vital contributing influences of Spain, North America and Scotland, together with true mastery, set it apart from the rest. For more information on The Macallan, visitus.themacallan.com. The Macallan can also be found onFacebook,TwitterandInstagram.
About Adam Aleksander Presents
Adam Aleksander Presents is an award-winning experiential event design agency. Adam Aleksander focuses on creating immersive worlds for people to step into and have the time of their lives. The experiences are a mix of adventure and set design that interweaves story, performance and multi-sensory experiments. People crave “the unforgettable” and it is our mission to create that. Adam got his start by creating underground events that melded culinary with nightlife; cocktails and parties in underground settings; selling tickets to consumers.
Notes to the Editor
Adam Aleksander Presents’ The Macallan Manor is directed and designed by Adam Aleksander in collaboration with the company. The Macallan has brought together some of the best designers in the country to enact this innovation:
- Adam Aleksander – Experiential Event Designer & Director
- Brian Quinn – Tasting Designer, The Noble Rot Supperclub
- Katie Fleming – Set Designer, Assistant Designer, Sleep No More
- Guy Smith – Lighting Designer, Queen of the Night
- Evan Collier – Lead Fabricator, Arch Productions, Bullet for Adolph
For further information, please contact:
M Booth:themacallan@mbooth.com
© 2018 The Macallan Distillers Limited, The Macallan® Scotch Whisky, Imported by Edrington Americas, New York, NY. PLEASE DRINK RESPONSIBLY.
Press releases are generated outside of Spirited magazine and the information contained does not necessarily reflect the opinion of Spirited or its parent company, Sonoma Media Investments.
