Introduction: Edrington Global Travel Retail Regional Managing Director Jeremy Speirs talks about The Macallan’s collaboration with Stella and Mary McCartney and the shared values that inspired the Harmony Collection. He also previews Edrington’s ambitious roll-out plans for the launch in global travel retail, a release which the brand describes as “a celebration of the scents and flavours of the Scottish countryside”.
2023 was a busy year for The Macallan and Edrington Global Travel Retail Regional Managing Director Jeremy Speirs. It saw The Macallan launch an entirely new travel retail-exclusive range in the Colour Collection as well as the third instalment of its limited annual release Harmony Collection.
The Macallan Harmony Collection takes inspiration from the distillery’s deep-rooted connection to nature, spanning over 200 years. It also represents the next chapter of the brand’s packaging journey.
For the latest launch, The Macallan partnered with Stella and Mary McCartney to create two distinctive whiskies that celebrate the lands of Scotland: The Macallan Harmony Collection Amber Meadow and Green Meadow. Both are inspired by The McCartney sisters’ childhood memories of the Scottish countryside.
The Macallan Harmony Collection Green Meadow is a travel retail exclusive. It is rolling out in The Macallan airport boutiques worldwide and key downtown duty free locations including Hainan this month. The Macallan Harmony Collection Amber Meadow launched in domestic markets in October 2023. Both expressions have an RRP of £160 (US$196).
The limited-edition whiskies were made using a combination of sherry and seasoned oak and bourbon casks. Amber Meadow features rich orange, lemon, honeysuckle, vanilla, coconut and barley on the nose, with rich oak, lemon, melon, almond and green tea flavours on the palate. The whisky has a rich, sweet, long and complex finish at 44.2% ABV.
In the current retail landscape, rare and exclusive expressions are a must-have in any spirits company’s portfolio, but what really sets a release apart for consumers is good storytelling and authentic brand values. “The travel-exclusive, limited-edition, annual-release format is one which has strong appeal in travel retail, particularly when combined with the rich storytelling behind The Macallan Harmony Collection,” comments Speirs.
“Green Meadow was created using a combination of sherry-seasoned oak and bourbon casks. This expression is reminiscent of wild meadows, with a vibrant, primrose-scented finish. With an ABV of 40.2%, the whisky is characterised by a fresh, fruity flavour with prominent notes of honeydew melon, lemon and creamy vanilla.
“The innovative packaging of each release in the collection, which seeks to bring new life to organic by-products which have ended their usual course, also appeals strongly to travel retail consumers who are becoming increasingly conscious of the types of products they purchase.
“Clearly, another differentiator is the collaboration with The McCartney sisters, whose profile and diverse talents bring fresh appeal and potentially attract a new audience to The Macallan.”
Stella McCartney is a renowned sustainable fashion designer, while Mary McCartney is a photographer, filmmaker and cookbook author. They are the daughters of former The Beatles member Paul McCartney. In the McCartney sisters, The Macallan has found kindred spirits who share the distillery’s deep love for the Scottish countryside.
Speirs says: “Stella and Mary McCartney are masters in their own respective industries who share The Macallan’s passion for creativity and love for the natural world. The partnership has enabled us to exchange learnings and expertise in craftsmanship, photography and design with fellow creative pioneers.
“The Macallan is united with the McCartney sisters in sharing a deep respect for Scotland’s natural beauty. The McCartney sisters’ profile and diverse talents bring fresh appeal and potentially attract a new audience to The Macallan.”
As with previous The Macallan Harmony Collection launches, Edrington Global Travel Retail has big roll-out plans for the third instalment. “We have a strong pipeline of promotional activity planned in key travel retail locations around the world from March onwards,” Speirs explains.
“The design concept of the high-profile promotions and pop-ups reflects the lush, fertile lands of Scotland and allows consumers to discover how nature inspired the creation of Green Meadow, the travel exclusive single malt.
“Pop-ups will feature a modular structure which offers versatility and allows certain elements to be repurposed in future activations. This mindful design is aligned with The Harmony Collection’s goal to bring new life to organic by-products which have ended their natural course. Upon entering the space, consumers will be immersed in the world of the McCartney sisters’ deep-rooted affection for Scotland. Shoppers are also invited to explore the scents of a green meadow, delve deeper into the story behind the McCartney collaboration, and indulge in the taste of Green Meadow at the bar.
“The large pop-up spaces will be equipped with several engaging initiatives, including an interactive memory matching game which brings to life the story behind the campaign and The Macallan’s collaboration with the McCartney sisters. Like all major launches, we are committed to bringing high-quality executions to consumers in our channel.”
The range is a celebration of the scents and flavours of the Scottish countryside and The Macallan Estate. It also highlights the mutual respect for nature shared by The Macallan and the McCartney sisters through its sustainable and eco-conscious packaging.
“In homage to Scotland’s natural surroundings, The Macallan Harmony Collection Amber Meadow and Green Meadow are encased in beautiful presentation boxes,” he adds. “The presentation boxes and bottle labels have been made using discarded meadow cuttings, embracing the re-use of natural materials to create beauty from resources at the end of their lives. The box is fully recyclable and biodegradable.
“The rich, amber pantone colour on the Amber Meadow packaging reflects The McCartney sisters’ love of Scotland which stems from memories of summer days in amber fields at their Scottish home on the west coast, while the vibrant green of Green Meadow represents memories of spring days in green fields. The presentation box for each expression features exclusive photography of The Macallan Estate by Mary McCartney.”
Notably, the third edition in The Harmony Collection also comes with the launch of a luxury homeware range called ‘TOGETHER: A Collection for The Macallan by Stella and Mary McCartney’. TOGETHER is an exclusive Collection of 11 handmade lifestyle pieces designed by the sisters and realised by master artisans and craftspeople. It is exclusively sold as a complete set and is available domestically in limited numbers.
Speirs says: “The Collection features a curated selection of bespoke pieces including handmade glassware in vibrant shades that are coloured using natural minerals, an ombre ceramic flask encased in an apple leather alternative sleeve, a pair of brass ice stamps with meticulously hand-painted ceramic handles using a green and amber ombre colour blend, and a brass napkin weight in the shape of an acorn, as a tribute to the exceptional oak casks which mature The Macallan whisky.”
For a storied distillery such as The Macallan, exclusive, storytelling-driven launches like this play a huge role in driving recruitment and in attracting a new generation of whisky drinkers. Speirs says: “We know that shoppers in our channel actively seek out The Macallan so we have a strong focus on launches that meet this demand, engage shoppers and deliver memorable experiences.
“As a brand we’ve built a strong reputation for pushing boundaries and not being afraid to innovate. When it comes to attracting and recruiting new generations of consumers, we can’t just rely on the tried and tested but must continually find new ways to engage shoppers and bring our incredible brand heritage to life.” ✈
The Moodie Davitt Report was on location in London for the launch of The Macallan Harmony Collection. Click the YouTube video above to watch our exclusive coverage.
