Back in May I took a trip to Speyside to witness some of the celebrations to mark the 200th anniversary of The Macallan.
As part of these celebrations they undertook an extraordinary collaboration with Cirque du Soleil. It would appear that more and more often these days whisky brands are going to extreme lengths to market and promote their products.
Macallan has certainly become a part of the high end of the market so I set out to learn more about the celebrations and whether the industry is being changed by this drive to create luxury lifestyle products and more and more elaborate collaborations.
First up I spoke to Ruth Wylie who is Global Experiential Lead at Macallan who tells me about the celebrations which are afoot and the importance that nature plays for the distillery.
I also chatted to Marie-Hélène Delage, Creative Director at Cirque Du Soleil about how they developed their show, SPIRIT, with Macallan.
Finally, I wanted to speak to a whisky expert about recent changes in the whisky market and how this is affecting sales and availability of certain brands.
Mark Littler, Whisky Broker and Market Analyst, talked to me about the significant changes that have taken place since 2015 and how collaborations like this one are becoming more the norm for those interested in investing in whisky. It's a fascinating listen and a subject matter no doubt we'll be returning to again and again.
We’d love to hear from you for the next season’s episodes.
If you have an opinion about anything we discuss, get in touch with your comments. Drop us a message on the Scotsman Food and Drink Facebook page, or contact me on Twitter @RosalindErskine or via email using rosalind.erskine@jpimedia.co.uk.
Scran season 7: From San Fran to Stockbridge - opening Avery with Rodney Wages
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