The Edrington Group's Keith Bonnington introduces guests to The Macallan during a tasting at Dubai Marina Yacht Club.
Last month was an exciting one for the UAE’s whisky enthusiasts, as The Edrington Group — producer of celebrated Single Malt Scotch whisky brand The Macallan hosted an exclusive series of promotional dinners.
Edrington area director for Africa and the Middle East Keith Bonnington expanded: “I hosted some dinners in Dubai and Abu Dhabi where we introduced a Macallan whisky with every course.
“We were trying to complement each dish with the characters of the whisky but, more importantly, offer guests the chance to taste very different styles of malt over the course of an evening, rather than squeezing them into a tight time frame,” he explained.
“This gives the palate a chance to recover during courses and makes the whole experience more pleasurable.”
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Bonnington added that he had also been in touch with bars in Dubai, to find out from bartenders what was working in their outlets and conduct brand training where required.
“The hotel sector in the Middle East continues to view premium spirits as the entry level to the liquor category,” he pointed out.
“Premium brands are highly sought after, by both visiting business people and residents, and our portfolio fits perfectly into this camp — particularly The Macallan.”
According to Bonnington, The Macallan is regarded by whisky experts as the "single malt against which all others must be judged".
“This is for a very good reason,” he added. “Firstly, it has long been associated with outstanding quality of raw materials from the days of Alexander Reid, James Davidson and Roderick Kemp in the mid- to late 19th century, to today's obsession with perfection in the art of Single Malt whisky making.
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