The Macallan Says 'kanpai (1)'

WorldLingo and Cygnet Technology combine human translation with Web content management to help The Macallan target single malt Whisky lovers in Japan

The Macallan, the single malt Scotch Whisky owned by The Edrington Group, has launched a new website in Japanese for the first time. WorldLingo, a leading provider of integrated online translation solutions, and Cygnet Technology, a Scottish web development company, have collaborated to develop the innovative website. The website was developed using 'Active-Language', a groundbreaking combination of human translation capability from WorldLingo and web content management expertise from Cygnet Technology.

The new website includes information taken from the original English language version Web users can now view The Macallan single malt whisky range, a guide to tasting and other general information about Scotch whisky in both Japanese and English.

Jason Craig, direct marketing manager for The Macallan said, "The web is a powerful and cost effective means of communicating with our many markets. The Macallan is already recognized as the premium malt whisky in Japan and Active-Language provided by Cygnet Technology and WorldLingo has allowed us to communicate directly with our non-English speaking Japanese consumers."

Phil Scanlan, WorldLingo's Chairman said, "It makes sense to localise your website because customers are far more comfortable with content that is in their own language. The researchers IDC have even suggested that customers are up to four times more likely to buy online from websites that are in their own native language. Our high quality human translations ensure that The Macallan's website is faithfully reproduced in Japanese and that its brand values are reflected accurately in the Japanese language."

Howard Perkins, managing director Cygnet Technology said, "The initial concept came out of Scottish Enterprise Tayside, who were looking for ways to support local companies in the export market. Japan was chosen originally because it is the most different linguistically and culturally. The bigger the barrier to communication in a given market, the more important it is to communicate in the native language. Because it is hard to do, it gives a big competitive advantage to those companies that achieve it."

In addition to the localise d Japanese content on the website, 'Active-Language' includes an email workflow system. The system enables Japanese customers to communicate via email with The Macallan, each in their native language. Rapid response to these emails is made possible by using WorldLingo's human translators coordinated across the globe to account for time zone differences.


1) Japanese for "Cheers"

About the Edrington Group

The Edrington Group, a leading independent Scotch Whisky group, has a number of specialist operations covering every facet of distilling, blending and bottling. Owner of famed single highland malt whisky The Macallan, The Edrington Group which headquarters in Glasgow, also owns leading blended whiskies The Famous Grouse and Cutty Sark and has other exceptional malt whiskies in its portfolio such as Highland Park and Bunnahabhain.

About Cygnet Technology

Cygnet Technology Ltd specializes in the use of web technologies to provide business benefit. Our expertise ranges from simple websites, through content managed, multilingual sites to enterprise portals. As well as implementation projects, we also provide strategic consultancy services for a client base that includes SMEs and Blue Chip companies. Located in Scotland, Cygnet Technology Ltd is part of the Cygnet Group of Companies.

About the Active-Language™ product

Active-Language™ combines the power of activedition™, a leading content management system from C(2) Software, with professional human translation from Worldlingo. Active-Language allows you to update web pages in English and have them translated professionally within 16 working hours, via the web at the click of a button.

About WorldLingo

WorldLingo is a leading provider of integrated, online translation solutions. The company's services range from cost effective machine translation solutions, to professional human translation and culturally sensitive localization. A global network of over 5,000 professional translators produces human translations. WorldLingo also offers unique, real-time translation solutions for two-way email and instant messaging. These solutions make it easy for businesses and professionals to interact with internal and external multilingual audiences anywhere in the world. By combining accurate and cost effective translation, WorldLingo is taking great strides towards breaking down language barriers in the world of commerce.

WorldLingo produces thousands of translations every day. Clients include AT&T, Sony, Eli Lilly, Belkin, Cadbury Schweppes, Qualcomm, Priceline, and Tribal DDB. WorldLingo is also an official supplier of translation services to the European Union. In addition, Microsoft has integrated WorldLingo's technology into Office XP and Word 2002. WorldLingo is a global organisation with offices in the US, Australasia and Europe.

For more information: contact WorldLingo