The Macallan, a luxury Scotch whisky brand, is launching a new advertising campaign called “Drink of a Generation” aimed at attracting Gen Z consumers. The campaign features actor James Marsden and pop star Sabrina Carpenter, leveraging their cross-generational appeal to bridge the gap between traditional Scotch drinkers and younger audiences.
The campaign will run on Instagram, where Macallan says ages 25 to 34 are the most-reached demographic. Marsden, known for roles in X-Men and Sonic the Hedgehog, appears alongside his son Jack in the ad, which leans into an intergenerational theme ahead of Father's Day — a popular gift-giving occasion for Scotch.
Scotch whisky sales have faced headwinds as younger consumers increasingly favor other spirits like tequila and ready-to-drink cocktails. The brand's move onto social media platforms reflects a broader industry shift to meet Gen Z where they spend their time, rather than relying on traditional advertising channels.
By pairing a classic actor with a Gen Z star like Carpenter, Macallan is signaling a bet that brand heritage plus influencer culture can reverse declining interest. The campaign's success could serve as a bellwether for other legacy spirits brands grappling with demographic change.
Marsden told Fast Company he toasted his first X-Men role with Macallan 12 Year Old, calling the whisky “something very special.” His personal history with the brand adds authenticity to the paid endorsement.