FORT WAYNE, June 28, 2017—LABOV will be creating new lessons as part of an ongoing series of learning modules it has developed for The Macallan®, the preeminent distiller of single malt Scotch whisky. Fourteen new lessons will be created in this expansion of the company’s training materials.

LABOV has created learning modules on The Macallan products, history and heritage, consumer segment and wood cask selection. New lessons will include the distillation process, cask facts, merchandising guidelines, the proper ways to serve The Macallan whiskies and food pairings. The modules will be available through the custom Learning Management System (LMS) that was created to house the learning modules.

Founded in 1824 in the heart of Speyside, Scotland, The Macallan® was one of the first distilleries in Scotland to be legally licensed. The Macallan® has grown from a small local enterprise to achieve global recognition with its world-renowned whisky portfolio.

“It is always a pleasure to work with The Macallan team on helping educate its sales network on the distinct qualities of its world-renowned whiskies,” stated Barry LaBov, President and CEO of LABOV. “This new series of modules will delve deeper into what makes The Macallan so unique and treasured.”


LABOV Marketing Communications and Training, founded in 1981, focuses on clients with dealer/distributor/rep networks and multiple locations. These clients come from a variety of industries, including automotive, recreational vehicles, trucking, motorcycles and financial services. The company specializes in comprehensive creative development and production involving a number of disciplines, including interactive, training and print. In addition to its Fort Wayne, Indiana, headquarters, LABOV maintains offices in Indianapolis and Phoenix. Call 260.497.0111 or visit to learn more.