Macallan introduces new travel retail exclusive The Macallan Quest Collection

Full_Range-smallOne of the highlights of TFWA World Exhibition in Cannes this year was a spectacular launch of The Macallan’s Quest Collection, a new travel retail exclusive range of whiskies inspired by the single malt’s quest for sourcing the best quality oak for its casks. The launch was held at the Villa St. George in the center of Cannes atop a hill overlooking the seaside city, with breath-taking views of the surrounding area.

Macallan says that exceptional oak casts are the single greatest contributor to the quality, natural colors and distinctive aromas and flavors of The Macallan.

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Igor Boyadjian, Managing Director, Edrington Global Travel Retail, at the Macallan Quest launch in Cannes.

The Macallan Quest Collection tells the story of the pursuit of sherry seasoned oak casks through a series of four newly created single malt whiskies, each of which showcases their own distinctive casks with their own distinctive characters.

The first expression, The Macallan Quest (40% ABV) is made using four different casks types – European and American oak sherry seasoned, American ex bourbon and hogshead casks.

The Macallan Lumina (41.3% ABV) is a single malt made using three casks types –European and American oak sherry seasoned and hogshead casks– featuring only sherry seasoned oak with a surprising dimension delivered by the smaller hogshead casks which is made from European and American oak.

The Macallan Terra (43.8%), the third in the series, is aged exclusively in first fill oak sherry seasoned casks, and is matured in two families of wood suppliers from Jerez de la Frontera  – Tevasa and Vasyma.

maclaunch-cannes-globes-smallThe pinnacle of the new range is The Macallan Enigma (44.9%).  Inspired from Spain, Macallan uses exclusive maturation in first fill sherry seasoned butts, which embodies The Macallan’s wood journey. Rich and intense, this single malt offers up mature oak with subtleties of cinnamon, vanilla and dried fruit.

Nick Savage, Master Distiller, The Macallan, said, “The Macallan Quest is a true homage to the extraordinary lengths taken by The Macallan and gives us the opportunity to reinforce the values rooted in the pure mastery of whisky-making.

“By creating this new range exclusively for Global Travel Retail, we can tell a compelling story as well as present stunning, newly designed products across varying price points to appeal to a wide range of traveling consumers.”

Igor Boyadjian, Managing Director, Edrington Global Travel Retail, said, “With the launch of Quest we are giving travelers and The Macallan connoisseurs an entirely new range to explore, delivering differentiation and excitement and continuing our commitment to crafting the ultimate luxury spirit. In a channel where consumer engagement is crucially important, The Macallan Quest collection has storytelling at its core – from the unique liquid to the bold and highly differentiated visual identity. We are looking forward to working closely with our retail partners to bring this new range to life instore.”

The Macallan Quest Collection will be presented in entirely new packaging, both bottle and carton.

The Macallan Quest Series will replace The Macallan 1824 Collection of Select Oak, Whisky Maker’s Edition and Estate Reserve from January 2018.

 

RRSP as follows:

The Macallan Quest – RRSP – 70 cl: US$64; 1 L: US$80

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Ken Grier, The Macallan Creative Director

The Macallan Lumina – RRSP –$100

The Macallan Terra – RRSP –$165

The Macallan Enigma – RRSP –$ 250

 

The Macallan quest continues in Miami

Brandowner Edrington continued The Macallan Quest story in Miami on Oct. 17, with a launch held for key customers from across the Americas. The introduction was held at Miami’s famed waterfront Perez Art Museum amid a collection of modern and contemporary international artworks. After an introduction by Jada Portela, Regional Director Edrington Americas Travel Retail, guests heard from Ken Grier, The Macallan Creative Director, who flew in from Scotland for the event.

The tasting was conducted by Joe Cabassa, The Macallan Regional Brand Ambassador, LatAm, PR, Caribbean & TRA, who has conducted more than 4,000 tastings in 42 countries. Macallan is the “most precious whiskey in the world,” he says.

Juan Gentile, Edrington Senior Vice President, Latin America Domestic & Travel Retail Americas, welcomed guests and thanked them for their support during the elegant dinner that followed.

cannes-miami-mapsCongratulations go to Lilian Sanchez, Regional Marketing Manager – Edrington Portfolio, Americas Travel Retail, for planning the very special evening.

 

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