‘What’s a cask?’: What Macallan has learned from its Facebook chatbot

by Shareen Pathak
Digital is a core tenet of premium Scotch whisky brand Macallan, and it’s hoping its experiment with a new Facebook Messenger chatbot will be the next step in its marketing growth. Two weeks ago, Macallan launched a chatbot that was the first in its category: Available on Facebook, it both educates customers (“what’s a cask?”) and also helps them pick the right whisky — and th ...Read the full article