Case Study: The Macallan Estate creates a new super-premium gifting icon with CLEAR

The Macallan Estate creates a gifting icon with CLEAR to win 25,000 cases

The Macallan Estate faced the challenge of creating a new super-premium whisky icon to compete in the gifting market and steal significant share from a dominant competitor. With the goal of recruiting 1.2 million new consumers, they enlisted CLEAR for services including consumer insight, innovation, and proposition development to create a compelling story that would captivate givers and receivers.

CLEAR developed the solution by leveraging the brand's own heritage, creating The Macallan Estate expression which included barley grown exclusively on its estate. After multiple phases of concept development and consumer testing in key markets, CLEAR defined the final proposition and provided executional guidance. The result was the successful May 2019 launch of a new gifting icon designed to build a deeper emotional connection and drive sustainable commercial growth for The Macallan.

The Macallan Estate