Macallan Edition No. 1 is Being Marketed to Millennials on Instagram

 - Jan 17, 2017
References: us.themacallan & digiday
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.