The Macallan is tapping into the market around special occasions with a multigenerational social media campaign as it looks to expand its share in the ultra-premium spirits market. “Drink of a Generation” launched June 10 and positions the Speyside Scotch whisky, specifically its ultra-premium Sherry Oak 25 and 30 Year Old expressions, as traditions to be passed down from generation to generation, according to information shared with Marketing Dive.

At the center of the campaign is a hero video starring actor James Marsden, known for his roles in movies such as “The Notebook” and “Sonic the Hedgehog,” sharing the whisky with his son Jack. “Drink of a Generation” has featured several social creators, including Stella Simona, Justin Boone and Vince Garica, all of whom fall into the campaign’s target demographic of 25 to 34. The campaign will run across social channels, with paid media support.

“[The campaign is] really about celebrating special moments with loved ones. That really stemmed from an insight through some of our social listening, where we saw a lot of comments and conversations around The Macallan,” said Valerie Marks, marketing director, The Macallan. “Many times people had been introduced to The Macallan 25 and The Macallan 30, with a grandfather, a parent, a mother, someone within their family…and we kept seeing these stories come up time and time again.”

While “Drink of a Generation” puts a heavy emphasis on intergenerational connection, its target audience is Gen Z, whose spending is predicted to make up 30% of the overall luxury market by 2030, per data cited in press materials. The Macallan Sherry Oak 25 Year Old has a suggested retail price of $2,785, putting it squarely in the ultra-premium category. 

With bottles that expensive, the whiskies featured in the campaign are not ones that are typically sipped on every day. For many, they are reserved for special occasions. In the hero video, Marsden is drinking a glass of the 30-year-old Scotch whisky to celebrate spending time with his son, reflecting on moments when they bonded over the drink, largely in recognition of important moments like graduation or moving to a new city. 

Despite economic uncertainty, consumers — especially young adults — are still willing to spend money on those big moments in life, said Marks. 

“They're purchasing a moment, they're purchasing a celebration, they're marking a significant moment in time,” said Marks. 

Young adults, aged spirits

As a whole, spirit sales have been declining in the U.S. for several years now after a COVID-19 fueled a boom. In 2025, total spirit sales in the U.S. fell 2.2%, per a report from the Distilled Spirits Council of the United States. Scotch whisky has also been on a downward trajectory, with nine-liter case volume dropping by 22.9% between 2019 and 2025. However, the super premium category has fared better, with volume dropping 15.1% since 2019 and revenue dropping just 0.2%.

Millennials are driving a significant portion of the ultra-premium market, despite drinking less as a generation overall. When they choose to drink, many are going for more expensive options. For some, drinking is no longer an ordinary occurrence; it’s an experience. The 25-34 year old demographic is one The Macallan, which is owned by Edrington, already has made an effort to engage. The cohort is the brand’s most-reached audience on Instagram, recently driving 1.5 million video completions, per the press release.  

“What we're seeing is that if the experience or the investment is worthwhile for the customer, they are willing to make that investment,” said Marks. 

The 90-second hero video emphasizes the craftsmanship that goes into a bottle of The Macallan, such as how long it takes for the oak trees to mature that are used to create the sherry oak barrels for the aging process. Across the campaign’s creative elements, there is an emphasis on craftsmanship and legacy, reflecting how “Drink of a Generation” is targeting a demographic that appreciates and places value on the intricate details of how something is crafted. 

Social videos, which are about 45 to 60 seconds long, feature the three creators in conversation with one another, drinking glasses of the 25-year-old Scotch whisky. As they drink, they discuss how the hard work they poured into their own careers equates to the effort required to make a bottle of The Macallan.

“I think the other piece that you're seeing with this younger generation is the access to information, and how educated they are and how much research they do on a product before they purchase it,” said Marks. “We know that the younger generation is curious. I think when they see how The Macallan comes to life, the attention to detail… there's a greater appetite for them to then invest in a product like ours.”