BRAZIL. The Macallan (Edrington Group) has partnered with Avolta to open its first shop-in-shop at São Paulo Guarulhos International Airport, Brazil.
Located in Terminal 3 International Departures, the store marks the premium Scotch whisky’s second shop-in-shop in Latin America, reinforcing its commitment to delivering elevated, experience-led retail in key global travel locations.
The opening at São Paulo Guarulhos is a high-profile platform for The Macallan. Positioned alongside global luxury names including Chanel, Dior and Lancôme, the shop-in-shop places The Macallan at the heart of the airport’s premium retail offering.
The store brings The Macallan’s whisky-making heritage to life through a striking, interactive and immersive retail environment. A bold red backdrop highlights the prestige range, while a transparent LED façade draws travellers into the space.
Inside, travellers can discover The Macallan’s Six Pillars: mastery, exceptional oak casks, sherry seasoning, natural colour, ‘curiously small’ stills and The Macallan Estate.
Through immersive visual storytelling, interactive digital touchpoints and curated tastings, travellers can learn about The Macallan’s signature copper stills, natural colour, sherry cask maturation and Speyside heritage and craftsmanship.
A prominent Six Pillars multi-sensory experience and interactive digital tools – such as the ‘Discover Your Expression’ whisky profiling experience – help travellers explore the brand’s portfolio and identify the whisky that best suits their palate.
In addition, brand ambassadors are on hand to guide shoppers through tastings and provide tailored recommendations across various bottlings.
The São Paulo location features a curated selection of The Macallan’s hero single malts, including limited editions only available in The Macallan shop-in-shops. Notably, this includes the brand’s travel retail-exclusive Colour Collection alongside prestige bottlings such as The M Collection, The Harmony Collection and TIME:SPACE Mastery. Personalised gifting services complete the offer.
Avolta Managing Director Brazil Gustavo Fagundes commented, “We are delighted to strengthen our partnership with The Macallan through the launch of this first-ever shop-in-shop in Brazil at Guarulhos International Airport.
“By combining The Macallan’s heritage and prestige with Avolta’s bold approach to retail, we are able to deliver a benchmark luxury spirits experience, taking us one step further in our mission to revolutionise the traveller’s journey.”
Edrington Regional Managing Director Global Travel Retail Kasper Andersen commented, “The opening of The Macallan shop-in-shop in São Paulo marks a significant milestone in our Latin American journey. Guarulhos International Airport is a critical gateway, connecting millions of travellers each year, and this new space brings The Macallan’s story and craftsmanship to life for a wider audience.
“By partnering with Avolta, a driving force in Americas travel retail, we are able to offer an elevated retail experience that showcases our commitment to innovation and prestige within the channel. This launch further cements our presence in the region and reflects our vision to bring the very best of The Macallan to both loyal collectors and those discovering our brand for the first time.”
Edrington Commercial Director Global Travel Retail Wilcy Wong added, “Latin America is a key focus for us at The Macallan and we’re excited to see our first shop-in-shop in Brazil open at São Paulo Guarulhos International Airport.
“This launch reflects the strong collaboration with our partners and our shared commitment to creating meaningful experiences for travellers. We’re looking forward to welcoming guests and giving them the opportunity to explore our rare expressions, personalised services and the craftsmanship behind every bottle.”
The launch marks a milestone in The Macallan’s strategic expansion in Latin America, following the debut of its Panama shop-in-shop. According to Edrington, the opening underlines its ambition to enhance brand visibility and consumer engagement in travel retail. ✈
