I did not have anything to do with the Macallan website, but stumbled upon it once a friend of mine posted on Facebook that he got to try the Macallan 55. Not being a scotch connoisseur, I read some of the comments for the post which were congratulatory in nature, which prompted me to figure out why this drink was so special. After a quick Google search, I found the Macallan company website. http://www.themacallan.com

I was immediately drawn in by the concise but engaging wording on the main page which continued throughout the site. “Pour yourself a dram, sit back and find out all about our precious Single Malt” or in other words, relax and learn more about the drink in your hand. The website includes a regularly updated blog which is a key factor in organic search engine rankings.

A brief one or two sentence summary of the various types of scotch are on the Single Malt page, showing you why Scotch Whiskey is better than other types of scotch. The copy on this page also denotes that the minimum aging required is three years for Scotch Whiskey, helping to place in the mind of the reader the logic behind the pricing, which comes later in the site.

The call to action of the site is to get the visitor to purchase Macallan Scotch. Each product Macallan sells is keenly described with tasting notes, serving suggestions, and includes a retailer finder for potential buyers. For buyers who would prefer to buy direct from the distillery, Macallan sells their products through their site.

Ultimately, I was able to read about the Macallan Scotch Whiskey that my friend purchased. It was aged 55 years, sells in a limited edition French Lalique crystal piece of art (to call it a bottle would not do it justice.) I searched a little more on-line and found retailers that sold the Macallan 55 for upwards of $15,000 per bottle. I now see why my friend felt his drink to be Facebook post-worthy.

One day soon, I’ll pick up one of the 10 or 12 year old Scotch offerings from Macallan, as the site sold me on their products. When, and if, the time comes to purchase my individual drink, or my bottle of Macallan 55, you better bet that I’ll be listening to the words from the Macallan website that it is best served “Straight - Enjoy with nothing added.”