What do you think about some of the new initiatives introduced by The Macallan team earlier this year?

First they started a unique partnership with the French crystal company Lalique. High-priced whisky in a fancy crystal decanter. Although you get some special whisky, but you pay the price for the concept and the pack, but not for the whisky.

Then they launched The Macallan Estate Oak, the first ever eco-whisky. For each bottle of whisky sold, there will be an oak tree planted at the Macallan estate to help the environment. Is it a relevant message for you? Would you buy a bottle of whisky to help the environment?

Why I am writing all these? Because I'm working in the whisky industry dealing with marketing, brand building, brand communication, but these kind of new releases are a wee bit too much "marketing ideas" for me.

What do you think?