This story is brought to you by The Macallan via the USA Herald Platform

As I get a bit older, I am beginning to appreciate the term “meaningful luxury.” Marketers currently use this term to appeal to millennials, but I think it applies across the board in today’s culture. If I'm going to splurge on a luxury brand, I want to know what makes it meaningful and worth my hard earned money. These days, many high-end consumers are seeking background on what they are buying before they spend.

Brands competing in the luxury space must increasingly adapt to consumer shopping habits or suffer from decreasing sales and relevance. This applies to the new line of informed consumers who are indulging in a high-end Whiskey called The Macallan.  Not since the 1970's has the whiskey market been so big and diverse. Brands such as The Macallan are educating consumers on what makes "brown spirits" worth the attention (and investment).

The Macallan Whiskey: Meaningful Luxury For The Modern Consumer

The Macallan’s unrivaled reputation as the world’s finest whiskey is increasingly popular by those seeking “meaningful luxury.” What many consumers appreciate is the long history behind the whiskey. This brand didn’t just happen overnight. A robust history and reputation follow this brand, and as a result, consumers are splurging. The Macallan is unusual in that it is traditionally made from barley and then aged in oak barrels for at least three years. It must be produced and matured in Scotland. It is everything to whiskey connoisseurs.

This History Of Macallan Whiskey

Macallan is a company long associated with luxury. It started on a 390-acre Scotland estate. The estate contains spirit stills, crafted from copper, each holding an initial ‘charge’ of 3,900 liters. These stills are incredibly well known. In fact, they have appeared on the back of a Bank of Scotland £10 banknote.

The company’s deep, rich history began with its founding in 1824 by barley farmer and schoolteacher Alexander Reid, who—like many farmers of the time—distilled surplus barley to make whiskey during the winter. The Macallan’s impressive beginning also included its distinction as one of the first distilleries in Scotland to be legally licensed.

Select ingredients are just the first of an endless array of factors that contribute to The Macallan’s exceptional and characteristic full-bodied flavor, natural color, and distinctive aroma.  The barley is low in nitrogen, high in starch, planted in spring, and harvested in early autumn. The spring water comes from deep beneath The Macallan 390-acre estate. Also, the oak used for the casks matures over many years.