The Macallan M: Mastery in the Power of Three


An exquisite creation born of a collaboration between three masters: The Macallan, Fabien Baron & Lalique.

The Macallan M masterpiece is a landmark first for this famous whisky-maker; a new flagship that puts their peerless spirit into a beautiful decanter, expertly crafted by Lalique under the design eye of Fabien Baron, one of the world’s most prominent Creative Directors.

Launched globally on May 30th, 2013, at the Hong Kong Convention and Exhibition Centre in Hong Kong, the illustrious event gathered a total of 800 esteemed guests and featured a stunning performance by the Hong Kong Sinfonietta.

At Lee Wolter, our job scope in helping to put together such a uniquely prestigious event of this magnitude included:

Event Management

  • Planning, conceptualizing and managing the rundown for the evening.
  • Liaising with the Hong Kong Sinfonietta – who do not normally accept requests to appear at events of this nature –to organize their performance on the evening, including the coordination of all sound equipment needed for a recital that would ultimately be conducted by renowned baton-wielder, Ms. Yip Wing Sie.
  • Coordinating, briefing and managing related parties such as the production house, venue, catering, banquet staff, MC, photographers, videographers, etc.

The Global Launch for The Macallan M Decanter

The Global Launch for The Macallan M Decanter

The Global Launch for The Macallan M Decanter

Cocktail reception at the HKCEC Grand Hall

Dinner reception at the HKCEC Grand Hall

Special performance by the Hong Kong Sinfonietta, conducted by Ms. Yip Wing Sie

Illustrating The Macallan six pillars through 3D mapping presentation

Unveiling ceremony of The Macallan M Decanter

The After Party

Guest Invitation

  • The invitation, RSVP and follow-up of VIP guests, ensuring a perfect attendance rate of 800 guests.
  • To widen the scope of coverage for the event by inviting social faces to the event for coverage in social pages.
  • Assist in relationship-building during the event, resulting in several bottles of the prestigious M Decanter to be sold on the spot, on the night.

TV Crew recording the launch event

Social Faces at the Launch Dinner

Media Management

  • Liaising with the leading luxury publications in Hong Kong to pitch one-on-one interviews for The Macallan’s top management from Scotland.
  • The invitation, RSVP and follow-up of the city’s most important Publishers, Chief Editors and leading journalists to the event.
  • Managing the press conference for international media from Singapore, Taiwan, China, Korea, etc.

Interview with Mr. Ken Grier The Director of Malts from The Macallan

Interview with Mr. Martin Reimann, the Regional Managing Director in Asia Pacific & India for the Edrington Group

Press Conference the day after the launch event for Global press from Korea, China, Taiwan and Singapore, etc.