Macallan debuts advocacy programme

Edrington-owned The Macallan has launched its first bartender advocacy programme in the UK, called Masters of their Craft.

The programme was designed to showcase the single malt brand’s commitment to craftsmanship, creativity and innovation.

Andrea Montague, head of advocacy at Edrington UK, said: “Craftsmanship, creativity and innovation are at the heart of The Macallan.

“Working with our wonderful partners, we’re excited to give bartenders a deeper understanding of our brand and a range of new skills to take forward in their day-to-day jobs.

“This advocacy programme marks the first of its kind for The Macallan and, this advocacy programme is a celebration of The Macallan and our way of giving back to the on-trade community.”

The Macallan has teamed up with artisans to host workshops across four industries: leather, oak, tea and chocolate.

The programme kicked off last month (January) and will conclude in April with a trip to The Macallan Estate in Speyside, Scotland.

The first workshop saw the brand team up with London-based leather merchant Kingsley Walters, with bartenders tasked with creating a leather belt. The aim of the workshop was to draw the parallels between whisky production at The Macallan and leather making, which both use naturally sourced raw materials.

The tea masterclass explored the importance of water in both the whisky-making process and tea blending.

Teaming up with sustainable tea company Jing Tea, the session involved a sensory analysis of 10 black teas broken down by terrain, flavour, and tannins, and the creation of a bespoke blend to pair with The Macallan Double Cask 12 Years Old.

The Macallan previously teamed up with Jing during the first episode of its Distil Your World London documentary – where three Michelin-starred chef Josep Roca and The Macallan whisky maker Stephen Bremner were introduced to tea by Jing’s founder, Edward Eisler.

The pyrography class saw the brand collaborate with Kent-based oak specialist Maika Spooner, focused on reusing materials.

The workshop showed bartenders how to repurpose waste materials into ornaments or artwork via pyrography (wood burning).

Finally, the chocolate masterclass on 18 April, led by London-based chocolate maker Lucocoa, will explore the diverse flavours of chocolate.

This session will explore the ‘bean to bar’ journey for chocolate and Macallan’s ‘acorn to glass’ journey. The workshop will culminate in a tasting of The Macallan alongside ethically sourced chocolates.

The Macallan recently unveiled the four recipients of its £260,000 (US$312,041) Artisan Apprenticeship Fund.