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The Macallan begins Chinese New Year promotion
By Adnews Staff
Alcohol company Edrington has begun a promotion in support of its The Macallan whisky brand tied to the upcoming Chinese New Year. The promotion will be conducted in association with the Toronto-based Luckee Restaurant. From Feb. 13 to March 1, the restaurant will offer a special Chinese New Year menu incorporating various Macallan beverages, including two cocktails developed specifically for the promotion. The intent of the effort is to demonstrate the ways in which the whisky can be paired with Chinese cuisine.
"The allure of luxury brands like The Macallan is powerful among the Chinese market and as a result, we are seeing strong growth for Scotch whisky in key markets like Toronto and Vancouver," said Ivano Taranto, marketing manager at Edrington. "We decided that Chinese New Year is an optimal time to launch a Macallan-focused program, whereby recruiting the culinary expertise of esteemed chef Susur Lee, we have paired our luxury products with celebrated Asian cuisine."
In related promotions, The Macallan was a sponsor of the Feast of Fortune in Vancouver earlier this month, and will sponsor the Dragonball Gala in Toronto later this month.