Airing between regular episodes of the VinePair Podcast, “Covid-19 Conversations” takes an inside look at how the coronavirus crisis is impacting all areas of the alcohol business.
In this installment of “Covid-19 Conversations,” VinePair’s CEO Adam Teeter interviews Sam Leotta, brand director of the Americas for Macallan Scotch Whiskey. Macallan is a well-known purveyor of single malt Scotch, producing a range of entry-level labels as well as rare and collectible bottles that often make headlines.
As a prominent brand director, Leotta has been focusing her efforts on communicating with trade partners, wholesalers, and distributors throughout the coronavirus pandemic. She attributes the flexibility and resilience of the Macallan brand to a pre-existing fan base in the digital space, fostered through gift guides, nosing guides, augmented reality, and other offerings that appear on the brand’s website and social accounts. Leotta also commends the strength of Macallan brand loyalty, and the supportive drive of consumers who share “Macallan Moments” on their own social media properties.
Although a spirit that many traditionalists drink neat, Leotta shakes up expectations by encouraging drinkers to include Macallan in cocktails and mixed beverages. As she explains, “the best ingredients make the best cocktails,” and Macallan is no exception. She especially enjoys a Manhattan riff calling for Macallan as the base spirit, and maple syrup as the sweetener.