The Macallan’s recent approach to market penetration in Ghana is characterised by carefully selected sponsorships of key cultural moments. These partnerships are designed to not only showcase their premium range of whiskies but also to amplify the brand’s heritage of luxurious innovation and excellence. The brand ensures that its product is always meticulously curated, sumptuously presented, and finely tuned to the tastes of the target market.
This month, The Macallan has focused its efforts on two significant events: the International Pairs Golf Tournament and the Accra Bar Show. These events have provided ideal platforms for the brand to connect with discerning consumers, offering unique tasting experiences and showcasing the versatility of The Macallan whiskies, whether served neat, over ice, or as part of expertly crafted cocktails.
On August 2nd, The Macallan was a key sponsor of the awards evening at the International Pairs Golf Tournament held at the world-famous Achimota Golf Club in Accra. This event, themed ‘Fairways and Flavours,’ perfectly reinforces The Macallan’s role in celebratory moments.
Hammed Adebiyi, Senior Brand Manager, Nigeria & WACA, Edrington, highlighted the natural connection, stating, “The International Golf Pairs offers a unique opportunity to drive awareness of The Macallan in Ghana among discerning consumers. The ’Fairways and Flavours’ theme of the tournament provided the perfect platform for celebrating the long association between Scotch whisky and the ‘grand old game’, and the history, craftsmanship and prestige personified by their shared Scottish heritage and cultural impact.”
The tournament, one of the largest golf competitions globally, saw Ghana’s emerging golfing talent compete for a spot in the World Final in Sun City, South Africa, in October 2025. The Macallan’s presence at the event, including the luxurious hospitality at the awards presentation and dinner, underscored its commitment to supporting the local community and events that align with its brand values.
From August 8th to 10th, The Macallan took center stage at the Accra Bar Show, held at The Kempinski Hotel. This event was a cornerstone of their August engagement strategy, offering a multi-faceted approach to consumer interaction. According to Hammed Adebiyi, the brand focused on creating immersive experiences. “At the Accra Bar Show we created The VIP Hour, which comprised a private tasting of rare expressions during the opening event, exclusively for invited guests and lifestyle enthusiasts.”
Beyond the exclusive tasting, The Macallan hosted a Luxury Bar at The Kempinski hotel, offering guided tastings of signature expressions such as Double Cask 12, 15, and 18. This provided an opportunity for attendees to explore the diverse flavor profiles of The Macallan’s renowned whiskies.
Further enhancing the experience, the VIP Lounge featured exclusive bottle purchases, a whisky-inspired lounge, and a captivating Virtual Reality journey. This VR experience transported discerning visitors into the heart of The Macallan Estate, offering a unique glimpse into the brand’s rich history and meticulous production process.
Hammed Adebiyi emphasized the importance of direct engagement, stating, “Sampling is key to our strategy in West Africa: Once tasted, The Macallan is never forgotten, and it’s always a pleasure to introduce the different variants of The Macallan to consumers searching new and inspiring flavour profiles.” This highlights The Macallan’s belief in the power of direct experience to convert consumers and build lasting relationships.
The strategic choice of events and the meticulous execution of their activations demonstrate The Macallan’s deep commitment to the Ghanaian market. By aligning with significant cultural and lifestyle events, the brand is not only increasing its visibility but also fostering a deeper connection with its target audience, solidifying its position as a leader in the premium spirits segment in Ghana.
