The Macallan is launching a cross-generational social media campaign around the "special occasions" consumption scenario, aiming to expand its share in the ultra-premium spirits market. The campaign, named "Drink of a Generation," officially launched on June 10, positioning the Speyside single malt whisky—especially its ultra-premium products Sherry Oak 25 and 30 years—as a tradition passed down through generations. The information was provided to Marketing Dive by The Macallan.

At the heart of the campaign is a hero video featuring actor James Marsden (known for films such as The Notebook and Sonic the Hedgehog), sharing whisky with his son Jack. In addition to the hero video, the campaign also involves several social media creators, including Stella Simona, Justin Boone, and Vince Garica, all of whom fall within the campaign's target audience of 25 to 34-year-olds. The campaign will be rolled out across multiple social channels, supported by paid media.

"This campaign is truly about sharing special moments with loved ones. This insight came from our social listening—we saw a wealth of comments and conversations about The Macallan," said Valerie Marks, Marketing Director at The Macallan. "Many people first encountered The Macallan 25 and 30 years old with their grandfathers, parents, or other family members... We kept seeing these stories emerge."

Although "Drink of a Generation" emphasizes cross-generational connection, its core target audience is Gen Z. According to data cited in press materials, Gen Z spending is projected to account for 30% of the overall luxury market by 2030. The Macallan Sherry Oak 25 years old has a suggested retail price of $2,785, clearly placing it in the ultra-premium segment.

Given such a high price per bottle, the whiskies showcased in the campaign are not everyday drinking choices. For many, they are reserved for special occasions. In the hero video, Marsden sips a glass of 30-year-old Scotch to celebrate time spent with his son, reminiscing about moments when the two bonded over the spirit—often marking significant life milestones such as graduations or moving to a new city.

Despite economic uncertainty, consumers—especially younger people—are still willing to spend on major life moments, Marks said.

"They are buying a moment, a celebration; they are marking an important milestone," Marks said.

Young adults, aged spirits

Overall, U.S. spirits sales have declined for several consecutive years—following a growth spurt driven by the COVID-19 pandemic. In 2025, total U.S. spirits volume fell 2.2%, according to a report from the Distilled Spirits Council of the United States. Scotch whisky has also trended downward, with nine-liter case volume dropping 22.9% between 2019 and 2025. However, the ultra-premium category has performed relatively better, with volume declining 15.1% over the same period while revenue dipped only 0.2%.

Millennials are driving a significant share of the ultra-premium market, even though they drink less overall. When they do choose to drink, many gravitate toward more expensive options. For some, drinking is no longer a daily habit but an experience. The 25-to-34 age group is one that The Macallan (owned by the Edrington Group) has been working to reach. According to the press release, this group is the brand's most-reached audience on Instagram, recently driving 1.5 million full video views.

"What we are seeing is that if the experience or investment is worth it to the customer, they are willing to make that investment," Marks said.

The 90-second hero video emphasizes the craftsmanship behind a bottle of The Macallan, such as how long the oak trees used to make the sherry casks take to mature. Throughout the campaign's creative elements, craftsmanship and heritage are repeatedly highlighted, reflecting that the audience "Drink of a Generation" targets appreciates and values the intricate details that go into making the product.

The short-form social videos run about 45 to 60 seconds, featuring the three creators sitting together in conversation, sipping the 25-year-old Scotch. During their discussion, they talk about how the effort poured into their own careers parallels the dedication required to craft a bottle of The Macallan.

"I think another notable point about this younger generation is the accessibility of information, and the level of research and education they do before making a purchase," Marks said. "We know younger generations are curious. When they see how The Macallan is made, when they see those details... they become more willing to invest in a product like ours."