Premium Scottish Whisky brand, The Macallan has continued to keep itself squarely in the spotlight in Ghana since celebrating its 200th birthday in 2024, breaking boundaries and driving innovation with exquisite experiences in the hospitality sector.
Barely a couple of months ago, the global luxury brand launched its Harmony Collection IV in association with Cirque de Soileil, and this August, The Macallan has continued to embed itself as a player in the Ghanaian premium whisky market via carefully curated sponsorships of key cultural moments.
Events sponsorships are strategically chosen by The Macallan to make a bold impression on Ghana’s growing luxury market, reinforcing The Macallan’s position as a leading global luxury spirit brand while capturing and amplifying the brand’s heritage of luxurious innovation and excellence.
A hallmark of The Macallan’s event sponsorships is the care it takes to ensure that its product is always properly curated, sumptuously presented and finely tuned to the tastes of the target market. Among the events targeted by The Macallan in August were the International Pairs Golf Tournament (2 August) and the Accra Bar Show (8-10 August). Both events furnished The Macallan a premium showcase in which to present its range of premium whisky products, whether served neat, over ice, or as part of a premium cocktail menu dreamed up by the Macallan’s famed mixologists.
Commented Hammed Adebiyi, Senior Brand Manager, Nigeria & WACA, Edrington, “Sampling is key to our strategy in West Africa: Once tasted, The Macallan is never forgotten, and it’s always a pleasure to introduce the different The Macallan products to consumers searching new and inspiring flavour profiles.”
Continued Adebiyi, “We take immense care to consider how to activate our brand at each event. So, for instance, at the Accra Bar Show we created The VIP Hour, which comprised a private tasting of rare expressions during the opening event, exclusively for invited guests and lifestyle enthusiasts. During the Accra Bar Show at The Kempinski, we hosted The Macallan Luxury Bar, offering guided tastings of signature expressions such as Double Cask 12, 15, 18. Simultaneously, thanks to our presence in the VIP Lounge, discerning visitors could indulge in exclusive bottle purchases, a whisky-inspired lounge, and a captivating Virtual Reality journey taking them on a breath-taking journey into the heart of The Macallan Estate.”
