FITCH toasts the new pop-up experience for luxury single malt whisky The Macallan in Asia

Luxury single malt whisky – The Macallan, launched the ‘Toast the Macallan’ event in mid-August in Shanghai, China, which ran for thirty days at Jing An Kerry Centre.

Designed by FITCH, the 5000 square feet space takes guests on a journey of discovery with The Macallan, through a highly interactive and sensorial experience.

Toast the Macallan features a pop up event, retail store, and bar. During the day, the experience is a shopping and exhibition area, open to any walk-in customers. In the evening, the space is transformed into a bar offering reserved tasting sessions. Guests will have the opportunity to enjoy The Macallan, talk with whisky experts, and connect with like-minded connoisseurs.

Ian Bellhouse, FITCH’s APAC CEO said, “Every drop of The Macallan is crafted with incredible intricacy, expertise and judgment. We are delighted to partner with Edrington to launch the Toast The Macallan event in Shanghai, supporting them in introducing more people in China to this amazing brand and their products.”

Coral Gill, Regional Brand Director for The Macallan comments, “The Toast The Macallan is a regional consumer engagement program that serves as a distinctive platform for The Macallan to reach and connect with more consumers. Toast the Macallan is into its second year in the region and this event in Shanghai will be the first time that this exclusive event is being run for a period of thirty days allowing even more consumers to engage and share the experience with the brand.”

After Shanghai, the Toast the Macallan event will travel across Asia to major cities including Taipei, Seoul, and Singapore. The one in Taipei will launch on 21st October 2015 at Dunhua South Road.