Macallan Edition No. 1 is a premium, collectible Scotch whiskey, with bottles costing over $100 each. With such a description, one might not expect it to have a target market of Millennials, but the brand is working to expand its presence for a new generation of discerning drinkers. Macallan Edition No. 1 has a flourishing Instagram account.
As of the time of writing, Macallan's Instagram has over 55,000 followers. According to Digiday, the brand's digital IQ -- an index of engagement on social media and other digital channels -- is 130, significantly higher than other premium Scotches.
Macallan uses its social media to educate new Scotch drinkers on things like tasting notes, pairings, and, importantly for Millennials, how to discuss the liquor with other drinkers.
Millennial Scotch Whiskeys
Macallan Edition No. 1 is Being Marketed to Millennials on Instagram
Trend Themes
1. Millennial Scotch Whiskeys - Macallan Edition No. 1 is targeting Millennials through its Instagram account to expand its presence among discerning drinkers.
2. Premium Collectible Spirits - Premium brands like Macallan Edition No. 1 are leveraging digital marketing and social media engagement to attract a new generation of consumers.
3. Educational Social Media Marketing - Scotch whiskey brands like Macallan are using platforms like Instagram to educate Millennials on tasting notes, pairings, and fostering discussion amongst drinkers.
Industry Implications
1. Alcoholic Beverages - Brands in the alcoholic beverages industry, particularly in the Scotch whiskey segment, can leverage digital marketing strategies to target the Millennial demographic and increase market share.
2. Premium Spirits - Premium spirits brands can disrupt the market by incorporating digital marketing and social media engagement to attract a younger consumer base.
3. Social Media Marketing - Social media marketing agencies and platforms can cater to the alcoholic beverages industry to help brands connect with Millennials and drive consumer engagement.