Marketing students visit Speyside distillery and visitor centre

In March 2020, School of Management MLitt Marketing students had a field trip to the Macallan Experience, the new distillery and visitor centre in Speyside.

The trip was part of the marketing masterclasses module. It will be followed by a masterclass on global luxury branding, brand authenticity and brand heritage. Jaume Ferras, who is Global Prestige Marketing Director of The Macallan, will deliver the guest lecture and interactive session.

The students were impressed by the whole experience provided at the distillery and visitor centre, including the innovative architecture and interior design. This visit gave them insight not only into the marketing of the whisky itself, but also into the way the company markets its overall visitor experience.

Macallan is owned by the Edrington Group who sponsor the annual Macallan Prize for the MLitt Marketing programme in the School, awarded to the top marketing student at graduation each year.

The field trip included lunch in Dufftown at the Sidings Café.