Maclean & Bruce
The Client
MacLean & Bruce started in 2013 and is Scotland’s only luxury tourism provider with high-level privileged access to the whisky industry. Their mission is simple -to offer truly luxurious whisky trips to discerning guests and have great fun doing it.
The Challenge
As with many hospitality based organisations, MacLean & Bruce suffered the effects of the Covid-19 pandemic. Their core business came from China and America, and with no tourists, their future became very uncertain. They needed to transform themselves for any hope of continuing to trade.
The Solution
MacLean & Bruce, and Fortro completed an in-depth and challenging diagnostic to confirm business ‘now’ & ‘next’. We revised and devised a brand new proposition with a clear-cut mission statement and updated core values. To divert the risk away from a reliance on bringing international clients to Scotland, we replaced it with a robust B2B domestic offering, a select product line and a comprehensive online whisky experience programme. The future product list also included moving into one-off bottlings that would serve the international clients by taking the whisky to them! From here, we worked to devise a Commercial Strategy & framework that would promote a smoother business development & sales process. This framework would also support presales activity.
The Results
By revisiting their vision, we successfully created a tangible commercial plan with achievable results. This overall plan encompassed a suitable and flexible strategy covering business development plans and, crucially, the ability to process and prioritise new lucrative opportunities. It also introduced clear metrics for the leadership team to adhere to, resulting in a healthy growth plan roadmap. In creating both an international and domestic B2B offering, MacLean & Bruce have future-proofed themselves and expanded their market share.