Introduction: “Film is in The Macallan’s DNA,” says the single malt Scotch whisky brand’s Global Creative Director Jaume Ferràs.
Ferràs points out that Speyside whisky The Macallan has appeared in more than 90 films and TV series since it first appeared on-screen in Nicolas Roeg’s 1973 classic Don’t Look Now. Its film credits include Skyfall (2012) when James Bond, played by Daniel Craig, sips The Macallan Fine & Rare 1962 in a nod to the brand’s 50th anniversary.
Not content with product placement, The Macallan released its own film late last year. As reported, ‘The Spirit of 1926’ shares the story of the extraordinary Janet Harbinson {also known as Nettie}, the woman behind The Macallan Rare & Fine 1926.
The eight-minute film, which has featured in selected cinemas globally and has over 32,000 views on You Tube, is the result of Ferràs’ personal quest to share the previously untold story with the rest of the world.
Jaume Ferràs shares his thoughts on The Spirit of 1926 and the role creativity plays in the drinks industry.
The Moodie Davitt Report: How does Nettie’s story relate to a global audience?
Jaume Ferràs: Janet Harbinson was a trailblazer, there is no doubt about it, and that is a story that resonates around the world. She took control of The Macallan at a time of great change, when Scots were inventing new technologies that would transform the modern world as we know it.
We can only guess at how much she was influenced by what was going on around her, but we do know that she cared deeply about doing the best job she could for the business and the local community. She could have sold up, but she rolled up her sleeves and got to work.
| Janet Harbinson plays a key role in The Macallan’s history. Following the death of her husband Alexander in 1918, she assumed control of the distillery, keeping the business afloat and helping to rebuild the local area. Harbinson crafted The Macallan Fine & Rare 1926, which achieved legendary status after it fetched £1.5 million (US$1.8 million) at a Sotheby’s auction in 2019. Several years on, it continues to be the world’s most valuable bottle of wine or spirit ever sold at auction. |
The Spirit of 1926 is said to personify The Macallan’s brand values. Can you elaborate on those values and how Nettie embodies them?
Janet Harbinson’s courageous and visionary approach continue to shape and influence The Macallan today. We can see from records of the time that she kept a close eye on every aspect of The Macallan, ensuring the whiskies crafted under her watch were of the incomparable quality and craftsmanship for which The Macallan has been renowned since 1824.
She also introduced the concept of limited editions for special customers and took great care to maintain stock.
Among her greatest achievements was The Macallan Fine & Rare 1926. It was a bold move to allow it to quietly mature, especially in the interwar years when society was flourishing and the jazz age was in full swing. But her decision-making secured this remarkable whisky for future generations and for that we are forever in her debt.
Let’s consider The Macallan DNA. What other elements does it include and how do you feel they should be promoted?
Our brand DNA is anchored in our close to 200-year history, and you will see every element represented in The Spirit of 1926. From our innate attention to detail with our unique distillation process and ownership over the sourcing of our wood and crafting our casks, to the importance of community spirit. Janet Harbison kept going, despite the obstacles, taking difficult but intelligent decisions for The Macallan and its people, adapting to the turbulent times.
Her profound sense of responsibility, her insight, and the drive and determination she brought to overseeing The Macallan, were directly responsible for the creation of The Macallan Fine & Rare 1926. By entrusting The Macallan’s Whisky Makers to quietly age this incomparable whisky she created a legacy that can never be repaid.
This is a long-term platform for our brand, and we will continue to further tell the story of Janet’s legacy and our campaign. That story will include content about the film and creative industry figures who helped to create it, such as lead actress Emily Mortimer, award-winning screenwriter Allan Shiach, acclaimed director Mike Newell, fashion designer Christopher Kane and rock band Simple Minds.
As The Macallan Creative Director what is your role when you are not making films?
I am currently responsible for overseeing all the global brand ideation for The Macallan, which is then translated into product innovation and design, content creation, campaign activation, collaborations, interior design, and architectural development.
With my team, I have been lucky enough to have worked on several significant initiatives in recent years which have paved the way for unique partnerships and collaborations, innovative new product development and engaging content and campaigns.
Revealing the previously untold story of Janet Harbinson through this medium has been a personal quest for me. When we discovered her story, I knew it needed to be shared with the world. We needed to tell Nettie’s remarkable story and the profound legacy she has left on The Macallan.
How do you balance commercial creativity with your commitment to sustainability?
Sustainability is a guiding principle for The Macallan, from our commitment to nature and our 485-acre estate, to our people and communities around the world.
We have a significant responsibility to respect our history and preserve our brand for the future, protecting our craftmanship and mastery. For us, sustainability is a driver of innovation and through collaboration with others we believe that we can make a positive impact on the world around us.
Like many others, The Macallan is on a journey with sustainability. We know that we cannot address our challenges on our own, but through a programme of knowledge exchange and innovative partnerships, we can work together to find solutions to big challenges.
What does The Spirit of 1926 say about The Macallan’s creative direction moving forward?
We look back to get inspired; looking at all the things that did well, or the things that didn’t do well, and learning from what we’ve done. It’s something that we do regularly, and we will continue to do this. We have an eye on our past, which influences our direction, yet we are looking to the future with our creative direction with many exciting projects to come.
At The Macallan we proudly talk of the ‘red thread’ that unites the past and present of the brand. For me, Nettie is the perfect representation of our red thread, and honours a legacy that can never be repaid. 
