Edrington Group-owned The Macallan last night premiered a sumptuous sensory experience in collaboration with performing arts specialist Cirque du Soleil as part of the single malt Scotch whisky brand’s 200th anniversary celebrations.
The Moodie Davitt Report attended the one-of-a-kind theatrical event – titled Cirque du Soleil Spirit – at The Macallan Estate in Speyside, Scotland. The experience represents the first phase of a multi-year partnership with Cirque du Soleil, one that will extend to a series of product launches worldwide.
Through a blend of sight, taste, smell and sound, guests were transported into a theatrical universe that included hair suspension, aerial silk, contortion, cyr wheel, tight wire, juggling, hoop diving, bagpipes and flamenco dancing at the heart of The Macallan Estate.
Click above to view excerpts from the memorable Cirque du Soleil Spirit experience
The integration of bespoke tasting experiences, with The Macallan’s whisky-making craft woven into the performance, offered guests a further sensory element.
At times whimsical, humorous, wild, nonsensical, profound, thoroughly Scottish (bagpipes played a prominent part) and always energetic, dazzling and in high-octane colour, this was a majestic celebration of nature and art, with influences from around the world.
The cast is assembled from USA, UK, China, Spain, Canada, Finland, Malaysia, Cambodia and across Africa. Further performances take place through to 31 May.
As reported, the single malt Scotch whisky brand recently unveiled its ‘200 Years Young’ logo along with a revamped identity. The graphics pay tribute to The Macallan’s heritage and celebrate its future.
In travel retail, various activities such as product launches and events are scheduled to celebrate The Macallan’s 200th anniversary.
In the fourth quarter of 2024, these events will offer travelling consumers immersive experiences that showcase the brand legacy through multi-sensory activations.
The Macallan Creative Director Jaume Ferràs said: “2024 marks a momentous year for The Macallan, celebrating our ‘200 Years Young’ mark. 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.
“We’re welcoming guests from all over the world to our Estate for the launch of this spectacular experience, offering them the opportunity for a breathtaking performance and a bespoke whisky tasting experience, all unique to The Macallan.”
Cirque du Soleil Creative Director Marie-Hélène Delage said: “Cirque du Soleil Spirit is a spectacular collaboration based on mutual respect. Through harmony paralleled with nature and storytelling, we’ve forged a collaboration that highlights the strengths of both of our brands.
“With this invitation, we are welcoming guests to an unforgettable experience in the timeless beauty of The Macallan Estate. Together, we’ve written a tale that celebrates the beauty, wonder and deep connection we all share with the natural world.”
The story for the theatrical performance focuses on Davonna, a spiritual guardian of the Scottish Highlands, and a young colourist named Ayla.
The Macallan said: “The daughter of a 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.”
*Watch out for follow-up interviews with The Macallan Creative Director Jaume Ferràs and Edrington Global Travel Retail Regional Managing Director Jeremy Speirs, coming soon. ✈
