Project Overview

The Macallan was selected as a test case to explore the intersection of premium brand storytelling with the emergence of AI creative tools. Known as a brand that embodies sophistication, elegance, and heritage, The Macallan holds a strong position in the luxury spirits market. While this elegance lends itself well to traditional media, its social media channels (particularly on Instagram) leans heavily into high-production, cinematic visuals that, while captivating and beautiful, often feel more akin to broadcast cut-downs than social-first storytelling.

The goal is to reimagine The Macallan’s content strategy and approach through the lens of recurring, relatable narratives tailored primarily for Instagram. The aim is to preserve the brand’s premium and refined aesthetic while simultaneously introducing a more dynamic and audience-engaging layer to their storytelling. By leveraging AI generated creative assets, we can experiment with ways to streamline content production, expand creative possibilities, and enhance brand resonance.

This case study documents the process: from identifying opportunities for brand development and evolution, to conceptualizing repeatable and modular social series, to developing creative concepts that balance The Macallan’s luxury identity with a more approachable and modern strategy.

Author’s Note: As of this writing, The Macallan does not have an official TikTok channel. While their Facebook channel has approximately 1.2 million followers, their Instagram is only at 660K followers and presents what was determined to be the greatest opportunity for growth.

 
 

Potential Headwinds

A recent Gallup poll indicated that the U.S. alcohol consumption rates have hit a new low, as Americans self-reported drinking is down to 54%. This combined with a rise in belief that even moderate drinking is bad for health present new challenges for the alcohol industry as a whole. With young adults, especially within Gen Z, are dramatically reducing if not outright eliminating alcohol consumption, it is now more important than ever that legacy spirit brands adapt their messaging and marketing strategies to a contracting audience.

For more information, see Gallup’s study results here.

 
 

Strategic Approach

The primary opportunity identified was creating repeatable content series that balance The Macallan’s heritage with social-native engagement. The concepts to be explored were:

  • Reinforce The Macallan’s sophistication, elegance, and aesthetic.

  • Tell compelling stories in short-form formats

  • Craft a new visual aesthetic and narrative that more aligns with trends in Gen Z content.

  • Post repeatably and in a set cadence to build audience familiarity and recognition.

1. Artistic Product Shots

Concept: Treat the bottle and glass as works of art, exploring movement, light play, and texture. See the swirling, reflection cast about, and cinematic framing to visually reinforce and elevate the sophistication of the brand. Each shot is visually distinct, yet unmistakably The Macallan.

Purpose: To build aspirational content that reinforces the premium brand identity; build an aura of exclusivity and being part of “the in-crowd.”

2. Story Montage Series

Concept: A recurring, narrative template: the bottle introduces the story, the pour transitions into an energetic and highly cinematic montage, with the bottle book-ending the story at the close. Each montage tells a different micro-story (celebration of over 200 years of distilling, reflecting on where the notes and flavors come from, or the artistry of crafting the perfect spirit) while the consistent beginning-to-end structure creates brand and pattern recognition.

Purpose: To deliver dynamic storytelling that keeps followers engaged and captivated with the brand’s versatility in design, flavor, and cultural reach.

 
 
 

3. ASMR & Sensory Series

Concept: A tactile and auditory experience of The Macallan, focusing on classic spirit and bar tending sounds (a crystal tumbler sliding across a counter, ice crackling into a glass, sounds of scotch pouring, etc.). Macro shots and slow-motion visuals create an intimate experience and sense of focus on the viewer. Subtle visuals are woven into the storytelling to add depth, such as smoke wafting through the air, reflections dancing in the glass and liquids, or condensation slowly forming and rolling down the glass.

Purpose: To capture the attention in a highly engaging and sensory-driven method that makes the brand as memorable in brief moments as they are across two centuries of business. When one smells the biting smoke of a cigar or fire, when a note of citrus is added to a drink or dish, or when the sweetness of the toffee or chocolate rolls and melts in your mouth, The Macallan should be the first memory evoked.

4. Flavor & Mood Micro-Stores

Concept: Focus on the aroma, palate, and finish of The Macallan and the associated or accompanied moods that often coincide. The hint of desert as one tastes notes of vanilla following dinner. The warm bite of smoke to compliment the drinker as they recline next to a fireplace. The umami flavor of raisins to top one’s appetite off with a sense of fullness. The small rush of energy from the sweetness of the creamy toffee notes. All of these flavors and experiences tie into the fulfilling lifestyle that The Macallan embodies.

Purpose: To educate views on flavor profiles as well as inspire them to craft life-long memories with The Macallan’s heritage serving as the bedrock upon which to build their experiences.