In a major development for one of the leading single malts in travel retail, The Macallan has created the channel-exclusive Quest Collection.
The new line will replace The Macallan 1824 Collection of Select Oak, Whisky Maker’s Edition and Estate Reserve from January 2018. It will be a DFS exclusive initially. The Macallan Quest Collection makes use of sherry seasoned oak casks and explores a range of flavours and textures, said brand owner Edrington.
The first expression, The Macallan Quest (40% ABV), calls on four different casks types – European and American oak sherry seasoned, American ex bourbon and hogshead casks. It celebrates the journey taken to source European and American oak which covers over 20,000 miles, the company said.
The Macallan Lumina (41.3% ABV) celebrates the direction of the journey “where old and new worlds unite over 15,000 miles to find three exact casks types”. These are European and American oak sherry seasoned and hogshead casks.
The Macallan Terra (43.8% ABV) is aged exclusively in first fill oak sherry seasoned casks, whose journey spans in excess of 10,000 miles. The Macallan Terra celebrates the spirit maturation in two families of wood suppliers from Jerez de la Frontera in Spain – Tevasa and Vasyma.
The Macallan Enigma (44.9% ABV) is inspired by Spain and is described as the pinnacle of the new range. “From the selection of our foremost, longest standing partners at Tevasa to the exclusive maturation in first fill sherry seasoned butts, this is the embodiment of The Macallan’s wood journey,” the brand owner explained.
“The Macallan Quest is a true homage to the extraordinary lengths taken by The Macallan and gives us the opportunity to reinforce the values rooted in the pure mastery of whisky-making,” said The Macallan Master Distiller Nick Savage. “By creating this new range exclusively for global travel retail, we can tell a compelling story as well as present stunning, newly designed products across varying price points to appeal to a wide range of travelling consumers.”
Edrington Global Travel Retail Managing Director Igor Boyadjian commented: “With the launch of Quest we are giving travellers and The Macallan connoisseurs an entirely new range to explore, delivering differentiation and excitement and continuing our commitment to crafting the ultimate luxury spirit.
“In a channel where consumer engagement is crucially important, The Macallan Quest collection has storytelling at its core – from the unique liquid to the bold and highly differentiated visual identity. We are looking forward to working closely with our retail partners to bring this new range to life in-store.”
Recommended retail prices for the range are as follows:
The Macallan Quest – 70 cl: US$64; 1L: US$80
The Macallan Lumina – US$100
The Macallan Terra – US$165
The Macallan Enigma – US$250
