"Conspicuous consumption or classic construction?"
This is what I pondered hustling downtown on a typical Toronto November night. Frankly, I was a touch surprised, albeit pleasantly so, to be invited back to another event for The Macallan after what many have called a rather scathing indictment of The 1824 Series. While I stand resolutely by those statements, I must confess that the concept of the evening makes sense, and is something that I genuinely feel should become more common in our local and national experiences.
Rather than stepping into a bar, cellar, or restaurant surrounded by the typical trappings of whisky tastings such as old wood, leather seats, and dim lighting, Ryan and I stepped into Harry Rosen's store in First Canadian Place in the heart of Toronto's financial district. Known for being Canada's carrier of top-end men's attire, this co-branding exercise was designed to launch The Macallan Lounge experience.
The core concept: enjoy a fine dram while shopping for fine clothing, thus simultaneously achieving sartorial and sensory advancement. Aside from the obvious gender-specific intent of the marketing, I must say that the idea of imbibing while shopping is one that appeals to me on a personal level, as well as making great business sense. After all, what better way to add value to the act of shopping while also loosening a man's financial restraint mechanisms to aid in the sale of a Canali suit?
For those of you looking to enjoy The Macallan Lounge and its "Scotch and Shop" experience, it runs daily at the First Canadian Place location until November 21, 2014 each weekday from 3pm to 6:30pm. For those looking to find out what it's like to indulge the pinnacle of the 1824 Series, read on.