Client_The Macallan. Masterforyou

Project_ Into The Rare. Global launch

THE GLOBAL LAUNCH OF RARE CASK WHISKY THROUGH GASTRONOMY INNOVATION

Objective_How do you launch the best whisky in the world? 

Idea_if the secret lies in the wood...why not try eating wood? For the first time ever we created an edible wood made of whisky tasting notes. 

Strategy_ An innovative haute cuisine immersive experience with The Macallan and the Roca brothers of El Celler de Can Roca. Best Restaurant in the world and 3 Michelin Stars. INTO THE RARE presents the whisky by taking you through each step of the premium oak cask creation. Finally  you literally eat the whisky converted into Macallan wood.  A groundbreaking haute cusine innovation.