Word-of-mouth isn't just about social media tactics. Conversations about brands develop through effective online and offline strategies to engage and interact with real people. This week, The Macallan Distillers Ltd. company, a distributor of one of the world's leading whiskey brands, The Macallan, did their research and hosted a successful conversation-generating event.

Macallan hosted a tweet-up tasting event, inviting Twitter users to try six of their expressions of Single Malt Scotch Whisky alongside food pairings from Chef Ed Brown of Eighty One in New York.

Held at the restaurant, guests enjoyed the tasting hosted by @LivingtheDram, Graeme Russell, Macallan's East Coast Brand Ambassador. He and attendees tweeted throughout the evening, their messages being projected onto a large wall inside the restaurant so everyone could watch the conversation in real-time.



In addition, twitter users unable to make the event in New York were invited to participate by stocking up on some of the Macallan expressions and following the tasting instruction of @LivingtheDram at home. They were able to contribute to the conversation through using the hashtag #macallan.

Resulting in more than 35 pages of Twitter updates and several blog posts from attendees, including @whiskyparty and virtual attendees like @notcot, the brand successfully extended their reach to connect influential people with the Macallan brand.


Recognition must also be given to PR organizer @elisehelene. Great job!