Macallan unveils GTR exclusive Concept No. 3

The Macallan has unveiled the global travel retail exclusive Concept No. 3, a collaboration with acclaimed graphic designer David Carson.

Concept No. 3 will be available from July 2021 at The Macallan Boutiques in selected international airports and duty free stores on Hainan Island, before it will be introduced more widely to global travel retail hubs from August 2021.

Concept No. 3 is the third and final release in The Macallan Concept Series, a limited collection of annual release whiskies which fuse the artistry and expertise behind The Macallan’s whisky-making with creativity and culture.

The product launch will be supported by imaginative social and digital media activities, which aim to engage global consumers before they travel, followed by eye-catching in-store activations.

Edrington Regional Managing Director Global Travel Retail Jeremy Speirs said: “The Macallan Concept series has resonated strongly with global shoppers looking for something different and collectible in the single malt cate-gory. We’re delighted to introduce the third and final release in this travel retail exclusive series, partnering with David Carson to deliver a truly standout launch which builds on The Macallan’s reputation in travel retail for excitement and flair.”

David Carson: Texas designer

Born in Texas in 1954, David Carson, who is also a professional surfer, began his creative career as a magazine designer. In the 1990s he became art director of the magazine Ray Gun, where his experimental page layouts featuring pioneering use of typography revolutionized the field of graphic design.

His work has been displayed in dedicated shows across the world and he is a recipient of the AIGA, which is renowned as the design profession’s highest accolade.

Since establishing his own studio, he has created campaigns for some of the world’s leading consumer brands including Nike, Levi, Pepsi and Ray Ban and he was among only two graphic designers selected by Apple as part of its iconic ‘30 most innovative users’ list.

Concept No. 3 is the latest project in a wider collaboration between The Macallan and David Carson, who produced a festive campaign for the brand last year.

To bring his unique perspective to the design of Concept No. 3, Carson visited The Macallan’s estate in Scotland’s Speyside where he spent time with The Macallan Whisky Maker Polly Logan.

They discovered that a remarkable number of similarities define their approach to their respective crafts which are reflected in the liquid and packaging.

Concept No. 3 collage

Concept No. 3 features Carson’s handmade collage designs and incorporates the letter P for Polly. Many of the colors used are also those found at The Macallan Estate on Scotland’s Speyside, with blue representing the River Spey and red reflecting The Macallan’s sherry-seasoned oak casks.

Logan drew influence from Carson’s character and career when crafting Concept No. 3, to create an unusually fresh whisky, with a distinctive warm, golden hue that pays tribute to the graphic designer’s years on the USA’s West Coast.

The ABV was developed specifically to be 40.8%, after the pair realized that eight is their favorite number.

It was crafted from predominantly first fill sherry seasoned American oak casks, enhanced by a selection of European oak casks to add depth and richness. Balance and freshness are achieved by specially selected refill and virgin oak casks.

Concept No. 3 is encased in a presentation box featuring David Carson’s designs and each bottle also features labelling designed by Carson along with a chevron symbol bearing his signature.

The Macallan’s collaboration with David Carson marks the end of the Concept Series. Concept No. 1, released in 2017, was inspired by the discipline of surreal art. Concept No. 2 brought together music and whisky, combining the twin passions of The Macallan Whisky Maker Steven Bremner, who is also a DJ.