The Macallan, an ultra-premium whisky brand, has kicked off a new campaign known as, ‘The Macallan Mastery.’

The initiative is to promote passion, excellence, craftsmanship and celebrate mastery.

The campaign was announced officially at a recent exclusive event held in Lagos, with captains of industries and whisky lovers present to grace the occasion.

The campaign announcement, amongst other things, saw the unveiling of the brand’s influencer icons, veteran photographer, Kelechi Amadi-Obi and fashion guru, Mai Atafo, both of whom the brand confirmed are masters of their craft and perfect representations of what the brand stands for.

Speaking on what makes the ultra-premium whisky brand a leader of the pack, the Lead Brand Ambassador, The Macallan Nigeria, Motunrayo Abiona, disclosed that brand had garnered global reputation as the world’s most valuable and luxurious spirit brand, adding that this was as a result of the brand’s dedication to mastery and craftsmanship.

She added that the brand has won several pioneering accolades from its inception in 1824 till date.

“The Macallan has achieved the highest level of mastery and recognition since it was established. Take for example, The Macallan commissioned and launched a state of the art and architectural marvel that is The Macallan distillery in Speyside, Scotland. The distillery is a statement that The Macallan has been there in the past, it’s here at this present time, and will still be here in the future for generations to come,” she added.

Asked what makes The Macallan distinct and special, Abiona explained: “It is all about our commitment to long term legacy, decision making, our signature taste, incomparable auction record, our genuine scarcity, and our creative collaborations.

“All of these allow for great storytelling and when a brand like The Macallan wants to tell a story, it does so by highlighting excellence, craftsmanship, mastery and luxury at the highest level. We have earned the right to all of these. I mean this is our DNA, this is who we are, so we must be very selective about who we collaborate with.”[b][/b]