MASTERS OF TASTE

Objective_ Recruit a new consumer generation foodie.

Strategy_ Positioning the brand as a leader in foodie innovation. 

Idea_ A global platfrom to innovate and trascend the world of gastronomy with the best whisky in the world and the best world's restaurant: The Macallan and El Celler de Can Roca.

One of the first global actions on the platform was The Ultimate Dinner. The Roca Brothers used all their senses to interpret the essence of The Macallan, resulting in 14 courses paired with 14 whiskies, many of them never before released.