The Macallan

In 2013, The Edrington group engaged us to drive the expansion of Edrington brands into 18 new countries in Africa, the Middle East and Europe. We conducted a digital expansion of The Macallan in 3 key markets: South Africa, Kenya and Nigeria, focusing on a digital-only budget-maximising approach. After some very successful expansions, our partnership with Edrington continued for almost 7 years.

Our Work


  • Introduce The Macallan to a new audience of sophisticated whisky drinkers and encourage trial
  • Improve brand recognition and recall to the level of key competitors Glenlivet and Glenfiddich
  • Establish The Macallan as the ultimate luxury spirit in these markets and develop its credentials as a luxury ‘brand’ rather than just a luxury whisky


  • Creating video content with the local brand ambassador who took the viewer through tasting notes for each expression
  • Attending and live posting from key events on the South African social calendar, including Cape Town Fashion Week and Durban July, which were sponsored by The Macallan
  • Regular photoshoots and video content created from launch events and tasting dinners
  • Weekly content and community management
  • Competitions executed on Facebook offering people the chance to attend tasting dinners and other events
  • Global content and campaigns were repurposed and given a local flavour to ensure they engaged our African consumers
  • Support for local sales teams and brand ambassadors with their initiatives, ensuring as wide a reach as possible

Our Results


Digital Community Growth (from 0)

+239,000 YoY



Global Fanbase

Pilot Fish delivered us incredible results for our Black Friday and festive campaigns, with ROAS consistently over 5 for most campaigns and up to an incredible 14.8 for our abandon cart retargeting. Their team is responsive and helpful, making the whole process very easy for a small business like ours.
Leah Shaw Hawkins
Pickering's Gin
After meeting with Pilot Fish, we knew they were the team we’d been looking for! The best part about the partnership is that it is a collaboration, and we still have a lot of creative involvement, which was important to us.
Stefanie Bowles
Kick Ass Hostels
The work Pilot Fish has done for us with online marketing and social media has increased our online sales from almost zero to a point where many of our artists are making a very good income online. Their work has also increased our social media presence and following hugely, which we know we will benefit from for years to come. I can't recommend them highly enough!
Lynzi Leroy
Scottish Design Exchange
Pilot Fish could not have been better. We approached them to launch our product using paid advertising on Social Media, we were provided with clear advice on how to access our demographic and achieve our goals. Pilot Fish then enacted the campaign and managed it, along the way adding more creative. Their execution of the campaign meant we acheived over 1000 downloads on the product in a couple of weeks. We could not be happier with the results of the work and would happily reference them to anyone.
Adrian James
A dedicated and creative social-first team that works as an extension of our marketing department. PFM have been instrumental in helping us grow and develop our digital presence.
Jude Schweppe
Creative Director, Flowercard

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