CHINA. The Macallan (Edrington) has launched a high-profile pop-up at Shanghai Pudong International Airport Satellite Terminal 1 Departures in partnership with CDF-Sunrise Duty Free.
The animation celebrates the brand’s sherry seasoning expertise through the travel retail-exclusive Colour Collection.
It highlights sherry as one of The Macallan’s Six Pillars and as a core element underpinning the character, natural colour and flavour of the brand’s single malt whiskies.
Sherry plays a central role across The Macallan’s Timeless Collections – Sherry Oak, Double Cask and the travel retail-exclusive Colour Collection.
The Colour Collection draws inspiration from the sherry-orientated vineyards of Jerez de la Frontera in Spain and pays tribute to the region’s community and craftsmanship.
American and European oak casks seasoned with sherry wines in Jerez form the foundation of The Macallan’s whisky. Once the whiskies arrive in Speyside, the ‘long sleep’ begins and the brand’s signature natural tones and flavour profiles develop.
Discover our sherry journey
The Shanghai pop-up presents this narrative through a multi-layered experience under the theme ‘Discover our sherry journey’. At the pop-up, an experiential wall, featuring artwork by American graphic designer David Carson, is a standout element.
The wall features 3D grapes and a textured surface to mimic the chalky white Albariza soil in which the sherry bodegas grow the Palomino grapes.
It also features an original The Macallan cask head and a model of the Valdespino Bodega, one of the oldest bodegas in Jerez. A lightbox display presents The Macallan Distillery in Speyside.
The wall’s three clocks, set to times in Ohio, Jerez and Speyside, symbolise the geographic and temporal stages of the brand’s cask journey – from acorns and oak forests in Ohio to Spanish bodegas in Jerez and onward to maturation in Scotland.
The pop-up also incorporates a large The Macallan universe sculpture illustrating the brand’s Six Pillars: Mastery, Exceptional Oak Casks, Sherry Seasoned, Natural Colour, Curiously Small Stills and The Macallan Estate.
Alongside the Colour Collection, the space showcases The Macallan Fine & Rare 2000 and the latest limited travel retail-exclusive release from the Harmony Collection: Inspired by Organic Cherrywood Lapsang Tea.
In addition, an experiential display highlights the Organic Cherrywood Lapsang Tea inspired by traditional tea trays.
Travellers can also sample selected expressions through an on-site tasting experience.
The pop-up features a personalisation ritual for The Colour Collection 18, 21 and 30 Year Old bottlings. The ritual offers a choice of bespoke bottle cap accessories in three colours with an engraved initial of their choice.
Purchases can be wrapped in David Carson-designed paper inspired by the sherry seasoning narrative, finished with a coloured ribbon. These services are also offered at The Macallan Boutiques and at the brand’s shop-in-shop at cdf Sanya International Duty Free Shopping Complex in Hainan.
A secondary high-profile promotion in Shanghai Pudong Terminal 2 further amplifies the Colour Collection and the travel retail-exclusive Inspired by Organic Cherrywood Lapsang Tea release.
The Cherrywood Lapsang Tea display is inspired by ceremonial tea trays and features Jing tea leaves and a Peacock tea pet which represents The Macallan’s natural colour. The display draws parallels between single garden tea and single malt whisky.
This space features a compact ‘Discover our sherry journey’ interactive tool, incorporating rotating wooden disks with facts about sherry’s influence on The Macallan.
Edrington Marketing Director Global Travel Retail Alessandro Felicani commented: “Sherry is the thread that connects every element of The Macallan’s story and craft – it’s our attention to detail across every step of the journey that sets The Macallan apart from other single malt Scotch whisky brands.
“With storytelling at its core, the pop-up at Shanghai Pudong International Airport guides shoppers through The Macallan’s distinctive sherry seasoning journey in an immersive, compelling way – effectively captivating travel retail consumers who are in the exploration mindset.
“Our continued investment in retail excellence and exceptional experiences in China is key to winning over today’s travel retail consumers who seek a meaningful connection with brands in this important market.” ✈
