Edrington Hits Thrilling Live Charity Auction As Part Of Philosophy To Give More



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Edrington produces some of the world famous Scotch whiskeys, from The Macallan to Highland Park and The Glenrothes. Owned by The Robertson Trust, Scotland’s largest independent funder of charitable causes, the company has raised around US $ 7.4 million in donations since 2012 for charities chosen by employees. Its ethic of giving more is not just an addition to its strategy. Instead, Edrington was created to be a company that makes a positive contribution to the communities in which consumers live and work. Corporate Social Responsibility at INTERACTIVE-MARKETINGAward of Excellence in Marketing 2020.

Challenge

In 2015, APAC General Manager Martin Reimann decided to cycle from Singapore to Kuala Lumpur and shared his vision with colleagues around the world. Many of them not only showed interest, but also suggested giving the project a charitable focus. At the same time, it was also the 50th anniversary of Singapore’s independence and the government was matching donations to eligible charities dollar for dollar. That year, the team raised nearly SG $ 120,000 for Child at Street 11, an NGO that aims to help young children from low-income and dysfunctional families break out of the cycle of poverty. Since then, the team has completed four charity cycles. However, he wanted to go beyond cycling initiatives by contributing more to the community and living up to his philosophy of giving more.

Strategy

The team decided to create a large-scale charity dinner to raise funds through a live auction. According to Edrington, this makes The Macallan the first premium spirits brand in Singapore to host a philanthropic gala dinner. During the planning process, he worked with brand partners to sponsor items for the live auction and they included a bottle of Chateau Beychevelle; a one-night stay at Château Pichon Longueville Baron in Pauillac, Bordeux; a cashmere suit by Kevin Seah Bespoke; as well as an underwater getaway at Resorts World Sentosa.

She teamed up with Mercury Creative which brought her gala to life with over 200 guests. The space was decorated with sensory elements such as digital projections, lights and sound which created an interactive environment for a full experience of The Macallan universe. As guests entered the cocktail area, they were greeted by a light tunnel photo wall to capture the moment of the night.

After the photo wall, guests were taken to a cocktail area adorned with details in matte black and bold copper. According to Edrington, the space provided a glimpse of some of the auction items through digital projections accompanied by a display of rare The Macallan whiskeys. Guests were also treated to organized cocktails served at the bar in the presence of in-house bartenders.

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Execution

The gala dinner experience kicked off with The Macallan Brand Ambassador Randall Tan, who greeted guests with an introduction of the whiskey brand’s expressions that will be featured throughout the evening’s menu. The four-course dinner highlighted the strong sense of belonging at the heart of the Macallan Distillery and Estate, as well as the brand’s long history of distilling and maturing a single malt whiskey.

He also enlisted Capella’s Culinary Director Chef David Senia, MasterChef Asia 2015 winning chef Woo Wai Leong, and award-winning pastry chef Janice Wong to conceptualize and organize each dish based on their interpretation of Macallan. The dishes have been designed to complement the flavors of each expression, with each dish being paired with a Macallan whiskey including The Macallan Edition No.5, Classic Cut 2019, Rare Cask and Rare Cask Black.

Meanwhile, the live auction was hosted by Shaun McEwan, which ended in high spirits with all the items hammered on the guests. At the same time, the dining experience has been enhanced by a combination of sound panels and 360-degree projectors. A live band was also present to accompany the guests throughout the evening. As dinner progressed, guests were treated to a performance of LED ballerinas, which blended modern and classic culture through the LED light show.

According to Edrington, the Macallan Charity Gala raised a total of SG $ 160,000 through a live auction and donations. All proceeds were donated to the Baan Dek Foundation, a foundation registered in Thailand that aims to promote the education, health and safety of children in Thailand. The success of the gala motivated those involved in the fifth edition of the Edrington Cycling Initiative, which took place November 18-21 in Chiang Mai.

Results

The total amount raised for the fifth cycle of charity after Edrington’s double pairing was US $ 600,000, and all of it went to the Baan Dek Foundation. The NGO was able to use the funds for emergency child protection, child development and community empowerment.

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