CHINA. The Macallan has launched TIME : SPACE Sherry Cask at Guangzhou Baiyun International Airport in partnership with China Duty Free Group (CDFG), marking the expression’s debut in Asia travel retail.
The launch is supported by an airport-wide activation spanning Terminal 2 and Terminal 3 departures.
A dedicated The Macallan pop-up in T2 forms the centrepiece of the activation, while a large-format digital screen, illuminated lightbox and display window on The Macallan pillar within the T3 store extend the campaign across the airport.
TIME : SPACE Sherry Cask is the first whisky to be influenced by casks seasoned with Valdespino sherry wine since the bodega came under The Macallan’s ownership. It also marks the first time Valdespino sherry has been used to season oak casks for The Macallan.
The third release in the TIME : SPACE Collection, the 20-year-old expression reflects the brand’s connection to Jerez de la Frontera, Spain, where it oversees the sherry-seasoning process.
Following maturation in predominantly European oak sherry-seasoned casks, the whisky was married in a selection of the first 200 sherry casks seasoned at The Macallan’s Valdespino bodega.
Bottled at 44.8% ABV, TIME : SPACE Sherry Cask offers aromas of sherry-soaked raisins, figs and medjool dates, complemented by frangipane, cinder toffee, caramelised nuts and warming spices.
The palate features dried fruits, ginger cake, treacle toffee, bramble jam and chocolate-coated cherries, followed by wood spices, espresso notes and oak on the finish.
The whisky is presented in the Collection’s signature circular vessel, designed to represent the continuous passage of time. Its presentation box draws inspiration from palomino grapes grown in the Valdespino vineyards in Jerez de la Frontera, with a circular interior design and golden colour palette reflecting the grapes and Andalusian landscape.
Edrington Regional Managing Director Western Europe & Global Travel Retail Kasper Andersen said, “TIME : SPACE Sherry Cask celebrates an exciting milestone in The Macallan’s ownership of its sherry seasoning, as the first whisky to be influenced by casks seasoned with its own Valdespino sherry.
“This exceptional whisky reflects The Macallan’s enduring commitment to mastery, craftsmanship and the remarkable influence of its sherry casks. We are delighted to mark its first launch in Asia travel retail in Guangzhou, in partnership with CDFG, bringing this milestone release to travellers in the region.”
China Duty Free Group commented, “We are honoured to partner with The Macallan for the Asia travel retail debut of TIME : SPACE Sherry Cask in Guangzhou.
“We look forward to introducing this important new expression to our customers and strengthening our collaboration with The Macallan across the region. We are also delighted to offer travellers in Guangzhou an exclusive opportunity to experience this milestone release as part of our curated whisky selection.”
TIME : SPACE Sherry Cask made its Asia travel retail debut in Guangzhou on 1 October, ahead of wider global availability from 15 October. The expression is already available in selected travel retail locations at a recommended retail price of US$1,400. ✈
