The Macallan - Publicity and Marketing

Publicity and Marketing

In 2001, Michael Martin selected The Macallan 10 Years Old as the official Scotch of the Speaker of the House of Commons, even though Martin himself had given up drinking alcohol. He did smell whiskies to make his selection. This selection continued the tradition of the Speaker designating an official single malt.

In 2003, The Macallan started laboratory tests to determine if some antique whiskies purchased for their collection were forgeries, perhaps generated by a dealer with mafia ties. In 2004, it was revealed that laboratory testing had determined at least 11 bottles in its antique whisky collection were fakes. Although The Macallan had tested the paper of the labels and were satisfied the whiskies were genuine, additional tests on the contents of some bottles revealed whisky believed to be only 10 years old. David Cox, director of fine and rare whiskies for The Macallan, said, "As a result of these tests from now on no antique bottles from the antique collection held at the distillery will be made available for sale."

In 2007, a bottle of 1926 The Macallan was sold at a Christie's auction for $54,000, making it one of the most expensive bottles of liquor ever sold.

In 2010, a bottle of The Macallan 64-year-old single malt whisky in a one-of-a-kind "Lalique: Cire Perdue" crystal decanter was sold for $460,000 at an auction at Sotheby’s in New York City. All proceeds from the sale were donated to charity: water, an organization that helps provide access to clean, safe drinking water to people in developing nations.