The Macallan’s latest campaign is a bid towards Gen Z and Millennials. In “Drink of a Generation,” actor James Marsden and his son Jack share a glass of whiskey, positioning The Macallan as a drink that can connect generations. The Marsdens talk about the first time they drank the whiskey together and reminisced on special occasions, appealing to an emotional connection with its price point. (A whopping $5,5K per bottle.) While alcohol sales have dipped in the past few years across the U.S., the ultra-premium category has been better off than the rest—reportedly thanks to 25-34-year-olds, which is The Macallan’s most-reached audience on Instagram. Even though these gens drink less overall, they’re reportedly willing to spend money if it means cultivating a unique and memorable drinking experience. The Macallan is hoping that its ultra-expensive offerings are an investment these age groups will be willing to make. (Marketing Dive)
👀 Read more from YPulse: Are Gen Z Adults Really Not Drinking Anymore?
