The Macallan Academy
the situation
The Macallan is the most celebrated, awarded Scotch whisky in the world, commanding a premium price that reflects its exceptional quality. The brand is sold globally and represented by a team of brand ambassadors who work directly with distributors and trade accounts (restaurants, premium hotels, liquor stores). As a premium-priced product, The Macallan needed to strengthen its sales network with tools to sell against lower-priced whiskies that customers may view as “just as good.”
the strategy
To share the brand’s rich history and craftsmanship, The Macallan needed to expand the knowledge of its sales team and employees. Through a LABOV Technical Immersion, we learned the full whisky-making process—from acorn to glass—and uncovered a rich history dating back to 1824. The process revealed a product whose value far exceeded its premium price. Our goal was to inspire the sales team by highlighting everything that differentiated this inimitable whisky so they could share that story with customers.
the finished product
We launched The Macallan Academy, a learning management system featuring immersive web-based training experiences designed to educate salespeople on the Scotch whisky category, The Macallan’s unique process, brand story, and products. We expanded the Academy with an Education Library, giving Brand Ambassadors access to a wealth of sales materials, and a companion app for convenient mobile learning. The Academy has also grown to include distributors and trade professionals so they can also deepen their knowledge of the brand.
the results
More than 12,000 people in over 100 countries worldwide have completed training on The Macallan Academy, which is available in 12 languages. Surveys show learners rated the program 9.4 out of 10 for both increasing their knowledge of the brand and whiskies, and increasing their confidence in selling and representing The Macallan. Today, The Macallan remains one of the most revered Scotch whisky brands. Cheers!