The Macallan pursues excellence in everything it does. Distil Your World is a clear example of its constant spirit of research and thirst for knowledge. This project reflects that by documenting and sharing what is happening on the planet, unveiling the secrets of some of the most iconic global places and cities. It is the latest challenge in their long and successful relationship seeking innovation with 3-star Michelin chefs the Roca brothers of El Celler de Can Roca.

Innovation, gastronomy research, sustainability, and a deep community spirit are central to this documentary series, which depicts a unique journey to unseen locations, where masters learn from masters by meeting with leading people who make those iconic places tick.

The final output is unique content about innovation, craftsmanship and knowledge, in addition to a Limited Edition whisky and gastronomic experience that captures the essence of each place.

The Roca brothers and The Macallan whisky maker embark on an explorative journey to capture the essence of iconic world places with the challenge of uncovering their flavours, people and culture.

The challenge is to capture the unique essence of a place and convert it into an exclusive whisky and gastronomic creation, garnering myriad abstract information by investigating at the highest level and coming up with a unique creation that we can taste and recognise.

The success and interest from Amazon Prime Video in our documentary Chef’s Diaries: Scotland has allowed us to create a full series, of which Distil Your World London is the second episode.

The Distil Your World series documents our exceptional team of masters as they visit unique places and people: leaders who imbue everything with creativity and extraordinary thinkers who understand the past and envisage the future. It is a journey into gastronomy, innovation, sustainability and a deep sense of community to discover the true character of the world’s most iconic places.

We began our research with a fresh take on inspiring places in London and Scotland, which The Macallan has deep connections to. We contacted local pioneers who gave their unique take on innovation, gastronomy, sustainability and community spirit; values that The Macallan and the Roca brothers share. We documented the whole process, creating:

• A documentary series for Amazon Prime Video.

• A full Scotland menu for the Scotland episode.

• A Limited Edition of The Macallan London Whisky and a photography book showing the people and places visited on the journey.

• Two gastronomic creations by the Roca brothers paired with two London whiskies: an iconic dish and snacks to serve at high end on-trade places in London.

• A social media campaign launched on 7 December 2020 with special features on The Macallan, the Roca brothers and the experts they visited.

• On-trade visibility elements.

FB & Instagram

Impressions: 132.3 Mio

Recall Lift: 3.6 Mio

Programmatic

Impressions: 34 Mio

Complete views: 22M (double than planned) —> reasons: VTR 65% & Cost per completed view £0.02 (£0.04 planned)

We delivered 120% more video views than planned this is primarily due to two reasons, a lower than expected CPM cost and better video engagement

Prime Video

In total, 6,200 users have started watching at least one episode during December 2020: 4,660 for London (75.2%) and 1,540 for Scotland (24.8%).