To drive deeper cultural connection, The Macallan partnered with us to engage Black and African American consumers in an authentic way. We facilitated deep and nuanced conversations with friendship pairs, led an expert panel, and explored the semiotics of inclusivity. Through these activities, we uncovered key insights on representation, consumer behavior, and storytelling’s power, shaping a bold strategy that redefined how the brand connects. Through a “cultural vision” and inclusive storytelling, we helped The Macallan expand its reach, balancing prestige with authenticity. The result? A richer, more diverse whisky community that balances aspiration with inclusivity —where everyone feels invited to share in the brand’s legacy.