The premium brand builder tied up with local wine and spirits retailer 1855 The Bottle Shop to open experiential space The Macallan Boutique.
Edrington Singapore won in the Food & Beverage category of Singapore Business Review's International Business Awards 2019, which honours exceptional international businesses based in Singapore. The company behind premium whisky brand The Macallan, partnered with homegrown wines and spirits retailer 1855 The Bottle Shop to set up Singapore’s first downtown boutique in Marina One last June 2018.
Situated in the central business district, this 500 sqft of experiential space, aptly named The Macallan Boutique @ 1855, serves as a “hub of exploration, education and experience” for both enthusiasts and new consumers alike, with its speak-easy interior drawing inspiration from The Macallan’s new distillery in Speyside, opened in 2018.
Besides furnished ceilings and a charming tasting bar upon entering the retail space, guests are hosted and guided by a boutique associate who will be the customers’ whisky expert, sharing details about the brand’s heritage, the whisky transformation from grain to liquid, and an in-depth 101 on the selected expressions and taste profiles, providing the assurance that each bottle is an informed purchase made with confidence.
“The Macallan’s extensive range of exquisite whiskies, limited editions and merchandise are available at this flagship boutique. Expect the core 12 Year Old age statements of Sherry Oak, Double Cask and Triple Cask Matured, as well as the prestigious Masters Decanter Series – Rare Cask, Reflexion, No. 6 and M,” said Celine Ong, marketing manager at Edrington Singapore, adding that an interactive screen is readily available for discerning consumers to provide guidance in the subtle art of choosing the perfect whisky based on their preferred tasting notes and serving style.
The Boutique not only serves as a rendezvous point for connoisseurs and a museum-like abode for walk-ins and new fans of the brand, it also offers professionals, from some of the world’s largest startups and companies, a place to conduct meetings, unwind, and get the creative juices flowing.
“The Macallan Boutique also serves as a platform and venue for us to host corporate partners and organise outreach to tenant offices,” noted Ong.
With customer experience being at the forefront of almost every marketing initiative, gone were the days when different liquor and spirit brands were all stacked in one space, endorsed by models on TV commercials and newspaper ads. As consumers become wiser than ever before with their spending, retail brands are enhancing their physical stores with new innovations and specialty brands are creating their own concept stores, which is what a premium quality brand builder like Edrington Singapore is doing to consistently engage with its consumers and to create a lasting impression.
“The Boutique also recently launched a web-booking system where consumers can now book their tasting sessions online through their mobile phones. Strong emphasis is placed on these consumer touchpoints with the ultimate goal to make use of the Boutique to consistently engage with our audiences and providing them with the definitive Macallan experience,” added Ong.
As one of Singapore’s newest hotspots, city-state dwellers now have a reason to go outside the comfort of their homes or walk out of the office, whilst basking in the ambience of premium quality and excellence with a well-deserved glass of The Macallan.
The Macallan Boutique @ 1855 is located at 5 Straits View, #01-24 Marina One, Singapore 018935, which is open Mondays-Fridays, 12pm–9pm. For booking of whisky flight sessions, please visit https://www.themacallan.com/en-sg/Macallan-Singapore-Boutique
The International Business Awards, presented by Singapore Business Review, was held last 11 July 2019 at Conrad Centennial Singapore.
This year’s nominations were judged by a panel consisting of Henry Tan, Managing Director, NEXIA TS; Choo Eng Chuan, EY Asean Markets Leader and Partner, International and Corporate Tax Services, Ernst & Young Solutions LLP; Ng Jiak See, Executive Director, Head of Corporate Finance Advisory, Deloitte Singapore & Southeast Asia; and Toh Kim Teck, Assurance Partner, Foo Kon Tan LLP.
Check out the event photos during the awards night here.
If you would like to join the 2020 awards and be acclaimed for your company’s exceptional technology innovations, please email Eleonor Angeles at email@example.com
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