Boy does this sound like fun:
Macallan Distillers (Edrington Americas) said it created Macallan Manor, transforming “historic, old-world manors into luxury, first-class tasting experiences, blending the sensorial with storytelling and converting new consumers to Scotch whisky fans.”
Guests will journey through four immersive worlds, each a unique experience created around one of The Macallan’s whisky expressions, pairing set design with storytelling and multi-sensory experiments to delve into each of the five senses.
Attendees of The Macallan Manor can expect one-of-a-kind immersive tastings taking place in unexpected locations such as an oak forest with flavor-enhancing flowers imported from the Amazonian rainforest, or a cooperage in Spain, to name a few, the company said.
Additionally, guests can expect an unusual food menu – featuring edible clouds for starters – masterfully paired with The Macallan and designed to stimulate and intensify an already premium whisky-tasting experience.
“We are reaching a new group of consumers around the U.S. with the goal to inspire and transform them into fans of The Macallan while giving them a never-seen-before, sensorial, educational and interactive experience,” said Samantha Leotta, Brand Director of The Macallan in the Americas.
“The Macallan has given us wings to create our largest production to date,” said event designer Adam Aleksander. “We’re building impossible things; seven rooms on two tracks, sculpting trees, making sensory machines and more, taking experiential to the next level. The idea for this event was inspired by travel from a journey I took through in 2017.
“Utilizing adventure theory, at The Macallan Manor small groups will move through the four rooms together. We put the quality of guest experience at No. 1, and we hope this comes through when guests join us for the experience.”
The event series kicks off in New York in early September and concludes in Los Angeles in November.