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Tag: The Macallan

  • The Macallan releases the first annual limited edition

    The Macallan releases the first annual limited edition

    The first in an annual, limited edition series, The Macallan Concept Number 1 was inspired by the whimsical world of surreal art, and celebrates world’s visionaries by daring to disrupt the whiskey making process. Following its Asia debut on 1st January 2019 in Singapore’s Changi International Airport, The Macallan Concept Number 1 will be made available in Hong Kong Hong Kong International Airport starting from 1st February 2019. Bringing together imagination and idealism to create a fantastical, sensorial world of whisky where anything and everything is possible, the label and packaging of The Macallan Concept Number 1 features a surrealistic interpretation of The Macallan’s Six Pillars -– the spiritual home, curiously small stills, the finest cut, exceptional oak casks, natural colour and peerless spirit.

    Created from whiskies matured first in sherry-seasoned oak casks and subsequently for an equal amount of time in ex-bourbon casks, The Macallan Concept Number 1 is a whisky crafted to explore maturation more imaginatively. Displaying characteristic notes of citrus fruits and ginger, it is a spirit that combines an unwavering passion for whisky with an unfailing mastery driven by bold and brave choices.

    Commenting on the uniqueness of this series, Macallan Master Distiller, Nick Savage says, “The Macallan Concept Number 1 is whisky reimagined, offering a compelling new sensory experience that rewards with every sip. The innovative process developed to produce this remarkable single malt pays tribute to the visionaries of the surreal art world and reflects our continuous search for excellence.”

    Adding further, Igor Boyadjian, Edrington Global Travel Retail Director, emphasises, “We’re proud to unveil the first release in The Macallan’s latest innovative travel retail-exclusive product range. By “breaking the norm”, The Macallan Concept Number 1 reinforces our commitment to offering exciting products to travellers and we’re confident this fresh innovation will prove attractive to travellers and collectors alike.”

    The Macallan Concept Number 1 is now available exclusively in Hong Kong, via duty free stores in Hong Kong International Airport, and in selected airports throughout Asia Pacific from February 2019 onwards.

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  • The Macallan pursues ‘Quest’ with global travel retail rollout

    The Macallan pursues ‘Quest’ with global travel retail rollout

    The Macallan Quest Collection has launched in global travel retail following a month-long exclusive tie-up with DFS Group at Singapore Changi Airport.

    Quest, unveiled to members of the press during TFWA WE, initially launched across all four of Changi’s terminals in January and will now be available on-shelf at key airports globally.

    A giant, rotating bottle cut-out display housed in an illuminated diamond-shaped glass showcases Quest’s four different expressions at Changi.

    As part of the promotion, shoppers were taught more about the collection via interactive displays that emphasised the cask story and flavour of the four expressions.

    This twinned with food pairings and complimentary postcards to act as an additional incentive to purchase.

    Brooke Supernaw, Senior Vice President, Spirits, Wine & Tobacco at DFS Group, commented: “The Macallan Quest Collection embodies the innovation, storytelling and dedication to quality which have made The Macallan such a powerful brand in the single malt category.

    “This partnership and exclusive launch are especially significant for DFS, as we continue our own quest to offer fresh, engaging and exciting experiences to delight travelling customers at our airport and downtown stores around the world.”

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  • The Macallan targets Indian travellers at Dubai Airport

    The Macallan targets Indian travellers at Dubai Airport

    A recent Diwali-themed activation held by Edrington Europe, Middle East & Africa Travel Retail in partnership with Dubai Duty Free has resulted in a +107% sales uplift in store for The Macallan.

    The activation is the first phase of Edrington’s strategy to drive single-malt recruitment and premiumisation among Indian travellers – traditionally known as blended whisky drinkers. The Macallan is the first single-malt to actively target Indian passengers at Dubai Duty Free during Diwali, said the company.

    Traditionally known as blended whisky drinkers, Indian travellers represent a huge opportunity for the single-malt market

    The ‘Celebrate Diwali With The Macallan’ campaign placed the single malt on promotional pedestals in the centre of Dubai Duty Free’s Concourse B East and West stores, each with a sales consultant on hand to advise.

    Diwali-2-2-e1515768193699-39e9736e149ea751a9901577d393518a25a9baf9

    The campaign’s visual identity centred on the peacock – a symbolic animal in Hindu mythology also used to represent ‘Natural Colour’ – one of The Macallan’s Six Pillars. Premium gift bags featuring the campaign imagery and slogan were offered to customers making a purchase.

    The concept was tested and adapted through research in key Indian cities – Delhi, Mumbai and Bangalore – and in Dubai. India is the number one destination country from Dubai in terms of passenger volume, with over 1 million travellers in August 2017, and Mumbai the number three destination city.

    “India is a market packed with potential; its rapid economic growth and burgeoning middle classes present a major opportunity for us to not only foster single malt consumption in a traditionally strong blended whisky market, but also to drive premiumisation by leveraging the power of The Macallan brand,” said Edrington Middle East & Africa Travel Retail Commercial Manager Florence Chevallier.

    “This Diwali activation was the first stage in our long-term strategy to ‘win India’ through an insight-driven approach, executed at key airports in close partnership with our retail partners.”

    Dubai Duty Free Senior Vice President-Purchasing Saba Tahir commented: “To have a brand with the prestige of The Macallan spearheading the single malt category’s growth amongst the key Indian demographic is extremely exciting. The premium appeal of this activation, combined with the strong gifting elements clearly resonated with shoppers and delivered exceptional initial sales results.”

  • Edrington brands shine at DFS Masters event

    Edrington brands shine at DFS Masters event

    Edrington Asia Travel Retail has sold more than $1.7m-worth of fine and rare bottlings of The Macallan and Highland Park Scotch malt whiskies at DFS Group’s Masters of Wine & Spirits’ (MOWS) events, since its launch in 2011.

    Edrington has also welcomed the latest new ‘revamped format’ of the event in Singapore, which Ryan Hill, Managing Director says has ‘opened up this unique experience to an even broader set of consumers’.

    This latest edition of the prestigious annual event was held over four floors of the DFS’ T Galleria Singapore on Scott’s Road in downtown Singapore, featuring a collection of rare wines, spirits and Champagne.

    What was previously an invitation-only event for top-tier VIPs was opened up to all DFS’ customers this year, featuring tastings from leading brands across a four-week period where Edrington showcased its travel retail exclusive range of The Macallan and Highland Park whiskies, with the recently released Macallan Rare Cask Black taking centre-stage.

    DFS MOWS MACALLAN VINTAGES

    DFS MOWS 2016 Macallan

    Opening up this year’s MOWS event was a positive move, according to Edrington. Very rare ‘vintages’ were also on show with The Macallan.

    EXCLUSIVE RARE TASTINGS

    The company said: “Taking over the LOYAL T lounge for two nights, Edrington also hosted a series of exclusive invite-only tastings with members of DFS’ LOYAL T program and VIPs. The highlight of these educational sessions was an exclusive tasting of the Macallan Fine & Rare 1946 – one of the whiskies comprising the Five Decades Collection.

    “The tasting was led by Darryl Haldane, The Macallan’s Head of Education, who told the unique story of the 1946 – one of very few peated Macallans ever produced due to a post-war coal shortage. Guests were also able to taste The Macallan No.6 – part of the 1824 Series and another product of The Macallan’s longstanding partnership with Lalique.”

    The second night of the event saw featured The Macallan Fine & Rare 1949 and Highland Park Ragnvald and was co-hosted by Darryl Haldane and Martin Markvardsen, the Highland Park Brand Ambassador.

    Interestingly, the company said this was the first time a Highland Park Brand Ambassador has hosted a private tasting with VIPs from DFS, with feedback from guests highlighting a ‘significant new found interest in the brand’.

    Edrington’s Ryan Hill commented: “What has set this year’s event apart is the new, revamped format which has opened up this unique experience to an even broader set of consumers, providing an excellent opportunity to educate the next generation of connoisseurs.

    Edrington tasting at MOWS Singapore

    DFS ‘THRILLED’ WITH ‘INCREDIBLE PROGRAMME’

    “Alongside this, the private setting of the LOYAL T bar gave us an opportunity to conduct intimate group-tastings of some particularly rare expressions of The Macallan with a carefully selected group of DFS’ most loyal customers.”

    Adding her comments, DFS Group’s Brooke Supernaw, Senior Vice President Spirits, Wines and Tobacco said: “We’re thrilled that The Macallan has joined us for the fifth year at Masters of Wines and Spirits held at our own T Galleria by DFS store for the first time. Daryl and his team created an incredible programme, surprising and delighting our customers with their fantastic product offering and an unforgettable tasting experience.”

    Created exclusively for DFS, The Macallan 5 Decades Collection, features five Fine & Rare vintages from 1946, 1950, 1975, 1989 and 1995, each drawn from a single unique cask representing a different decade, to commemorate SG50 [Singapore’s independence jubilee-Ed], alongside this year’s DFS Masters of Wines and Spirits.

    The company added: “Exceptionally rare are the Fine & Rare 1946 and 1950, which are a couple of the oldest expressions that have ever been released to the public in the history of The Macallan. A truly iconic showpiece of liquid history, the 5 Decades Collection is presented in a specially designed bespoke cabinet.”

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