Case Study: The Macallan Estate creates a more inclusive brand experience with CLEAR

The Macallan Estate redefines inclusive whisky storytelling with CLEAR, expanding access across Black and African American consumers

The Macallan Estate, an exclusive luxury Scotch whisky brand, faced the challenge of resonating with a more diverse audience and embracing inclusivity while maintaining its premium status. They engaged vendor CLEAR for services in Insights & Analytics, Purpose, Positioning & Values, and Culture & Capabilities to better understand and connect with Black and African American consumers.

CLEAR conducted in-depth research and a cultural vision panel to identify storytelling imperatives for fostering inclusive connection. This led to a new narrative vision and core principles to guide all brand communications and experiences. As a result, CLEAR helped The Macallan successfully balance its aspirational feel with warmth, expanding its community and redefining what a Scotch drinker looks like.

The Macallan Estate