The Macallan is marking its 200th anniversary with special initiatives in global travel retail designed to create excitement around the brand’s latest travel exclusive range, The Macallan Colour Collection.
One of The Macallan’s most significant launches yet in travel retail, the Colour Collection is a range of five age statement whiskies celebrating two of the pillars upon which The Macallan’s legacy is built: Natural Color and Sherry Seasoning.
The range spans the tones of the whisky spectrum, says the company, from the gold oak of the Colour Collection 12 Years Old to the burnished chestnut of the Colour Collection 30 Years Old.
Every whisky produced by The Macallan features 100% natural color as a result of years of maturation in sherry seasoned oak casks from Jerez de la Frontera, Spain.
The Macallan Colour Collection is a collaboration with U.S. graphic designer David Carson, who took inspiration from Jerez, a land of historic vineyards and fine wines where The Macallan’s sherry seasoned oak casks are crafted.
Edrington Regional Managing Director – Global Travel Retail Jeremy Speirs commented: “The Macallan Colour Collection is one of our biggest ever launches in global travel retail and a testament to The Macallan’s unwavering commitment to quality. The exceptional travel retail range is a true celebration of the brand’s 200-year legacy in crafting extraordinary single malt whiskies and we’re delighted to bring its story to life at key travel retail locations globally while celebrating this milestone anniversary.”
The Colour Collection marks the return of age statement whiskies to The Macallan’s global travel exclusive offering, and features five single malt whiskies (12 Years Old, 15 Years Old, 18 Years Old, 21 Years Old and 30 Years Old).
The range echoes the time travel story being brought to life in The Macallan’s ‘200 Years Young’ campaign, which recognizes The Macallan’s past while looking forward to everything that is still to come. The anniversary is a celebration of time travel – explored through five themes: Incomparable; Creativity, Craftsmanship, Legacy and Sustainability.
To commemorate The Macallan’s 200th anniversary and generate a buzz around this significant milestone in global travel retail, The Macallan Colour Collection is being repromoted at the brand’s permanent locations, including boutiques and shop-in-shops, beginning in July. Activities include celebratory point-of-sale merchandizing and media assets featuring the works of art created by David Carson for the Colour Collection all incorporating the 200 Years Young logo.
Visually captivating on-shelf glorifiers feature The Macallan’s 200 Years Young logo and a QR code which leads consumers to a web page containing more information on the 200 Years Young campaign. Designed by visual artist Alex Trochut, the anniversary logo is the embodiment of the brand’s legacy: the past, present and future of The Macallan. The logo has been crafted to highlight The Macallan’s Six Pillars – the fundamental principles that act as a compass for everything The Macallan does. The wave pattern in the logo evokes the connection between the brand’s foundations and its future, merging the curve of the River Spey with the rolling curves of the Distillery roof. It also contains within it an echo of the infinity symbol, evoking the concepts of time and generational legacy.
At Mexico City International Airport Terminal 1, a 28sq m rotunda activation in partnership with Avolta is running until the end of July. The space offers travelers the opportunity to discover The Macallan Colour Collection 12, 15, 18 and 21 Years Old via a multisensory experience, including a nosing tray and interactive ‘Discover Your Expression’ profiling tool. Additionally, shoppers are able to customize Colour Collection purchases through the bespoke gifting ritual. Limited edition and archival releases such as The Macallan Harmony Collection Green Meadow, Rare Cask Black and Oscuro are also showcased within the activation space.
An extensive program of 200th anniversary activities encompassing exclusive product launches, campaigns, lifestyle initiatives and experiences will continue to roll out throughout the year both in travel retail and local markets.
