Scotchy, scotch, scotch: How Macallan uses Instagram to court millennial drinkers

by Shareen Pathak
Scotch is all about its taste, its age, its smoothness and its scent. And none of that translates very well in a photograph. But for Macallan, the premium Scotch whisky brand that has made digital a core tenet of its marketing strategy, Instagram is its most important channel. When it launched Edition No.Read the full article