Next level Whisky collaborations featuring The Macallan and Cirque Du Soleil

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Back in May Rosalind took a trip to Speyside to witness some of the celebrations to mark the 200th anniversary of The Macallan. As part of these celebrations they undertook an extraordinary collaboration with Cirque du Soleil. It would appear that more and more often these days whisky brands are going to extreme lengths to market and promote their products. Macallan has certainly become a part of the high end of the market so Rosalind set out to learn more about the celebrations and whether the industry is being changed by this drive to create luxury lifestyle products and more and more elaborate collaborations.

First up she spoke to Ruth Wylie who is Global Experiential Lead at Macallan who tells her about the celebrations which are afoot and the importance that nature plays for the distillery. She also chatted to Marie-Hélène Delage, Creative Director at Cirque Du Soleil about how they developed their show with Macallan.

Finally, Rosalind wanted to speak to a whisky expert about recent changes in the whisky market and how this is affecting sales and availability of certain brands. Mark Littler, Whisky Broker and Market Analyst, talked to Rosalind about the significant changes that have taken place since 2015 and how collaborations like this one are becoming more the norm for those interested in investing in whisky. It's a fascinating listen and a subject matter no doubt we'll be returning to again and again.

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