China is the opportunity. Gen Z is the inflection point. And this is where The Macallan underplays its hand. From the perspective of a firm that designs experiences for the world’s most exacting brands, and as a whisky fan myself, I read the report on The Macallan’s recent China activation with interest. Then disappointment. While many markets are seeing declines in drinking overall, the opportunity for luxury spirits in China is not just intact, it is accelerating, particula
