Cannes Lions

The Spirit of 1926

LEITH, Edinburgh / THE MACALLAN / 2023

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Film
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Overview

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Credits

Overview

Background

The Spirit of 1926 is the story of the most valuable bottle of wine or spirit ever sold at auction - The Macallan 1926. To tell this never before heard story, a series of strategic partnerships were formed with masters from the worlds of film and music production. From award winning screenwriter and great nephew of the film’s heroine Allan Scott, Director Mike Newell and legendary band Simple Minds to fashion designer Christopher Kane and world-renowned restauranteurs the Roca brothers, every partnership was carefully considered.

Idea

The Spirit of 1926 is the story of the most valuable bottle of wine or spirit ever sold at auction - The Macallan 1926. It's a period piece. In 1918,Janet "Nettie" Harbinson inherited The Macallan distillery from her late husband. A woman guided by conviction, Nettie resisted overwhelming pressure to sell the business (a man was the desired choice back then), simply making fine whisky for the rest of her life, including the bottle that, almost 100 years later, would become the most valuable single bottle of whisky ever.

Strategy

For The Macallan, heritage and provenance is of paramount importance. This was a story that hadn't been told before. The story of the most valuable bottle of wine or spirit ever sold at auction. A story of heritage and provenance. But also a very human story. Of love and defiance, legacy and future inspiration. The kind of story that whisky lovers the world over hold in high esteem. The film was released on themacallan.com, promoted online and on social media and has been watched almost 90 million times since its launch.

Execution

The Spirit of 1926 is the story of the most valuable bottle of wine or spirit ever sold at auction - The Macallan 1926. It's a period piece. In 1918, Janet "Nettie" Harbinson inherited The Macallan distillery from her late husband. A woman guided by conviction, Nettie resisted overwhelming pressure to sell the business (in those days, a man was considered the only choice), simply making fine whisky for the rest of her life, including the bottle that, almost 100 years later, would become the most valuable single bottle of whisky ever.

Outcome

The production was the largest ever to take place in Scotland. To tell this never before heard story, a series of strategic partnerships were formed with masters from the worlds of film and music production. From award winning screenwriter (and great nephew of the film’s heroine Janet Harbinson) Allan Scott, Director Mike Newell and legendary band Simple Minds, to fashion designer Christopher Kane and world-renowned restauranteurs the Roca brothers, every partnership was carefully considered. The film was released on themacallan.com, promoted online and on social media and has been watched almost 90 million times since its launch.

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