The Macallan is commemorating its 200th anniversary by collaborating with Cirque du Soleil to create a bespoke, theatrical and unforgettable experience at The Macallan Estate.
Cirque du Soleil Spirit is an exclusive sensory experience which transports guests into the theatrical universe of the Scottish Highlands for an engaging journey, says the company. Edrington explains that it will take visitors on a journey through taste, smell, sounds and feelings, while witnessing awe-inspiring performances immersed in nature. With a highly limited run, the experience will run at 8:30pm daily – excluding Sundays – from May 9-31 2024.
Jaume Ferràs, Creative Director at The Macallan, said: “2024 marks a momentous year for The Macallan as it celebrates its bicentennial. Celebrating two centuries of unparalleled craftsmanship and tradition, this collaboration brings two iconic brands together, both dedicated to constant innovation; resulting in a one-of-a-kind experience which is uniquely inspired by the Highlands and the story of our brand so far.”
“Bridging the gap between the art of whisky making and the spectacle of performing arts, creating an unforgettable experience that is deeply rooted in the nature that surrounds us at The Macallan, our rich history, and our bold vision for the future. We look forward to welcoming guests from all over the world to our Estate, offering them the opportunity to take in an exclusive experience and a bespoke whisky tasting surrounded by nature, all unique to The Macallan.”
Cirque du Soleil Spirit moves guests through different environments of the narrative experience, immersing them in the feelings, scents, tastes and sounds of the bespoke journey. The experience tells the tale of how reconnecting with nature gives life a force to protect our natural world, offering breath-taking performances, intriguing stagecraft and signature tasting experiences at the Estate.
The story focuses on Davonna, a fierce spiritual guardian of the Scottish Highlands, and a young colorist named Ayla. The daughter of a beloved Master Whisky Maker, Ayla has striven for years to recreate an elusive shade of red that reminds her of her father and the red chalk he would use in his work. Davonna leads their venture deep into the majestic natural landscapes of the realm and through a series of encounters with fantastical folkloric figures along the way, which culminates in a reconnection with nature.
In global travel retail, a pipeline of special activities, including new product development and activations, are planned to commemorate The Macallan’s 200th anniversary. In Q4 activations will immerse travel retail consumers in the extraordinary legacy of The Macallan through highly engaging and multisensory experiences.
The 200th festivities commenced last month with the reveal of a ‘200 Years Young’ logo and an evolved identity that recognizes the brand’s illustrious past and a celebration of the future.
