Maxxium UK has created a Facebook app that lets fans of The Macallan whisky create and share a “virtual dram”.
The brand has more than 60,000 fans on Facebook, who can now choose their favourite Macallan variant, such as The Macallan Sherry Oak 12 Year Old, or serve, such as The Macallan Ice Ball, and share them with their friends on Facebook.
As they share more drams, fans can access higher end whiskies such as The Macallan 1824 Estate Reserve.
They will also see information about the different whiskies in the portfolio.
Maxxium marketing director Peter Sandstrom said: “This marks an exciting move for The Macallan in the world of social media. The launch of the new app will build upon the nature of sharing a dram with friends, as well as the luxury, style and authenticity long associated with The Macallan.
“We recognise that Facebook offers a powerful platform to interact directly with our fans. It has become an integral part of daily life and is set to continue its growth. We are confident that our new app will really capture the imagination of our fans and introduce newcomers into the world of whisky, by allowing them to experiment and share different expressions with friends. It is also a great way to enhance the way in which our fans interact and engage with one another.”