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I’m not a serious whisky drinker, but this caught my attention this morning:

Single malt whisky brand The Macallan has commissioned Annie Leibovitz for the third edition of its Masters of Photography series. Their Masters of Photography Series is all about bringing together the art of whisky making with an artist’s interpretation of the world of The Macallan. This year, Annie Leibovitz, chosen for her exceptional skill and inimitable style, has interpreted four single cask variants released for the first time, resulting in four powerful images.

Separate to the fact that this features Kevin McKidd (you’ll remember him as Tommy in Trainspotting) I’m in love with this idea for a brand. They’ve created a visual property which tells an amazing story about the The Macallan brand. It’s the type of brand experience I love & it’s definitely inspired me. There are 1000 limited edition bottles of The Macallan that will be paired with a signed Annie Leibovitz print as part of The Masters of Photography & you can find out more here