Can Instagram Turn You Into a Scotch Aficionado?
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.