The Macallan has partnered with ecommerce provider Thirstie to offer consumers nationwide the ability to buy Scotch directly from the brand’s website.
In honor of this launch, and during these unprecedented times, The Macallan will support the James Beard Foundation Open for Good campaign, which targets the rebuilding of a thriving independent restaurant industry through programs, education and financial resources. In addition, Edrington, The Macallan’s parent company, has donated to the USBG Bartender Emergency Assistance Fund.
Starting today through July, in time for Father’s Day, consumers will receive free shipping on all orders. The equivalent of 30% of proceeds from purchases made on TheMacallan.com will go towards Open for Good.
“With the launch of The Macallan E-Boutique, we have created an online destination for consumers to explore the world of The Macallan like never before,” says Samantha Leotta, The Macallan Americas Brand Director. “The innovative technology from Thirstie Inc., allows The E-Boutique to provide educational touchpoints, immersive technology and an accessible and shoppable experience all in a singular place.”
Through Thirstie API technology, The Macallan has connected shoppers with hundreds of local retailers, the company says, granting customers access to all of the inventory available for shipping, or same-day delivery in their area. By partnering with Thirstie to make the website e-commerce enabled, The Macallan is also collecting attribution and behavioral data for “optimized marketing and customer-acquisition spend in the future.”
“Thirstie is thrilled to be partnering with an extraordinary brand like The Macallan, and the incredibly passionate consumer base that comes with them,” says Thirstie CEO Devaraj Southworth. “By making The Macallan products available for purchase via their own website, Thirstie is uniquely-positioned to provide the brand with an even clearer understanding of that passionate consumer base.”
As of June 15, 2020, The Macallan E-Boutique is fully operational and available to consumers.