Spirits brand harnesses image and video to teach drinkers how to become connoisseurs

The consumption of hard liquor has exploded. But not in terms of mass consumption. Just like wine or craft beer, it’s to be savored, explored and understood. And of course that education should be visual. I sat down with Raul Gonzalez, Marketing Director for The Macallan, to understand how the brand was using Instagram to market Scotch and its education to consumers.

PSFK: Why are hard spirits gaining in popularity?

Raul Gonzalez: It has been a very good time for single malt Scotch whisky recently, and the spirits industry as a whole. Indeed, for The Macallan, we’ve seen more than double-digit growth over the past year. We anticipate the market for high-end premium single malt Scotch offerings will continue to rise this year as more consumers veer away from other premium brown spirits in search for highly crafted and refined single malt offerings.

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