Luxury Daily
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5th July 2023
With national pride, The Macallan partners with Simple Minds
Scottish whisky maker The Macallan is combining the arts of distilling and music.
In a heritage-infused effort, the brand teamed up with Celtic band Simple Minds to create a soundtrack for The Spirit of 1926, a film about the founding of the company. Reimagining "Solstice Kiss," a song dedicated to the landscapes that make The Macallan's whisky possible, the lead singer brought pipes to the table in a distinctively Scottish choice, drawing listeners from around the world closer to its roots.
“Overall, big luxury is returning to heritage,” said Jasmine Bina, CEO and founder of The Concept Bureau, Los Angeles.
“Brands are reconnecting to their pasts and retelling their origin stories with a focus on the values and ideals that speak to today's audience,” Ms. Bina said. “Macallan understands that the stories and mythologies of whiskey are the most important drivers of luxury consumption – people drink whiskey not because of status or taste, but because of identity.
“What you drink has a lot to say about who you believe you are.”