To know more about the Macallan customers: their likes, dislikes, taste profile, product purchases and knowledge to better personalize the customers experiences, products and services.


An innovative digital experience for The Macallan customers, giving them the opportunity to capture richer data to better understand their audience, while offering them a unique experience to generate uplift in brand loyalty and engagement.


My Macallan Journey (MMJ) invites The Macallan consumers to embark on a novel digital experience, taking them through four chapters of questions to understand more about their personal whisky profile – who they are, their relationship with whisky, their relationship with The Macallan and their products, and their whisky personality traits. In return for completing MMJ, customers are presented with a personalised digital woodcut, a nod to the oak casks that give The Macallan its unique colour and flavour, along with personalised recommendations to help them continue their exploration of the brand. This bespoke data-visualization isn’t the end of the journey though, as the customer has the ability to continue updating likes and dislikes, allowing the woodcut to evolve and become more unique to their tastes and interests with time.


Since the experience launched earlier this year, over 4,600 new accounts have been created, while the questionnaire completion rate stands at an impressive rate of 92% (compared with an industry average of 33%). The Macallan Journey has led to a greater understanding of its customers, resulting in increased engagement with communications, from an average of 42% for standard account holders to 81% among those who’ve embarked on the Journey.

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