SCOTLAND/SINGAPORE. The Edrington Group and Beam Global Spirits & Wine have launched the fourth expression of the travel retail exclusive The Macallan 1824 Collection in DFS stores at Singapore Changi Airport.
The Macallan 1824 Limited Release made its worldwide debut on 1 October as part of DFS Group’s “˜Changi First’ programme, which has seen a number of important launches unveiled at the Singapore gateway.
Changi Airport will retain exclusivity of the product for the month of October, after which it will continue its roll-out in global travel retail.
The product is a limited edition release of only 1,824 decanters, drawn from four of the finest and rarest European Sherry oak casks. It is displayed in a handcrafted crystal decanter which has been decorated by a Scottish silversmith.
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The Macallan 1824 Limited Release consists of only 1,824 decanters, drawn from four of the finest and rarest European Sherry oak casks. It is displayed in a handcrafted crystal decanter which was decorated by a Scottish silversmith |
Available in all three terminals at Changi Airport, The 1824 Collection is displayed in a rare spirit expo showcase in the DFS stores in Terminals 2 and 3.
The Edrington Group Director – Asia Pacific Travel Retail Ryan Hill said: “Continuing on the Trinity theme, this launch has only been made possible because all three stakeholders have been involved.
“The airport authority [Changi Airport Group] is fully supportive of the ‘Changi First’ programme and likewise, DFS has been tremendous in its support of The Macallan brand and the launch of the 1824 series. The Edrington Group as brand owner, in association with Beam Global Spirits & Wine, has worked very hard to bring this launch to fruition.”
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The 1824 Collection is displayed in a rare spirit expo showcase in the DFS stores of Changi Airport T2 and T3; DFS Changi will retain exclusivity of the product for the month of October, after which it will continue its roll-out in global travel retail |
DFS Director of Spirits Brooke Supernaw said: “It is an honour that The Edrington Group has chosen DFS as a partner for the world launch of the Macallan 1824 Limited Release at the Changi Airport. Macallan is a key brand for us globally and represents the true essence of a luxury brand.
“DFS has been a strong supporter of the Macallan brand over the years and we have been fortunate to work closely with The Edrington Group on key initiatives; including the Macallan Cathedral merchandising unit, the new 1824 range and now the launch of this unique expression, the 1824 Limited Release.
“We are looking forward to more opportunities to partner with The Edrington Group and highlight this prestigious brand in our stores, offering our customers the opportunity to experience products from this fine and rare range. I would like to thank The Edrington Group and Beam Global for choosing DFS as their partner for this launch and for the exceptional execution of this stunning new product.”
THE MACALLAN 1824 COLLECTION
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The Macallan Select Oak |
The 1824 Collection is a new family of single malts from The Macallan which has been developed exclusively for global travel retail, the brand’s third largest market.
The Macallan 1824 Collection includes four distinct expressions – Select Oak, Whisky Maker’s Edition, Estate Reserve, and The 1824 Limited Release. Each expression illustrates a particular story about The Macallan’s long and distinguished history and showcases the spectrum of flavours and aromas associated with the brand.
The collection was created by The Edrington Group Master Blender Emeritus John Ramsay and The Macallan’s Whisky Maker Bob Dalgarno, who between them have over 50 years of whisky-making experience.
The collection is available in all key travel retail outlets in the Americas, Europe and Asia, with The 1824 Limited Release decanter rolling out this month. The Select Oak expression, in particular, has secured listings onboard a number of airlines including Air Canada, Delta, American Airlines, Continental and British Airways.
Select Oak, Whisky Maker’s Edition and Estate Reserve will be exclusive to global travel retail for a period of two years, after which a decision as to whether or not to offer them to domestic markets will be made. The 1824 Limited Release, however, will be an on-going exclusive in travel retail only.
The Edrington Group Area Director Global Travel Retail (GTR) William Ovens commented: “The Macallan has enjoyed the most dynamic growth of any single malt in the global travel retail market over the last few years. In this period GTR has become the third largest market for the brand, in large part due to the success of innovative new products.
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The Macallan Whiskey Maker’s Edition |
“The 1824 Collection opens a new chapter in the illustrious history of The Macallan and we are confident that consumers will react positively to this exclusive and eye catching new range.
“The four expressions in the collection have been positively embraced by whisky experts and connoisseurs. In fact the Collection is the highest scoring new product range ever released by The Macallan. Whisky expert and author of The Whisky Bible, Jim Murray, has given Select Oak a score of 94.5% and the 1824 Limited Release Decanter a score of 97.5%, describing it as “˜a lifetime great whisky’,” Ovens enthused.
The 1824 Collection was previewed at both the TFWA World Exhibition 2008 and the IAADFS Duty Free Show of The Americas 2009, and reactions from buyers have been “overwhelmingly positive”, according to the company.
The 1824 Collection draws on the DNA of The Macallan:
Select Oak – “Superior knowledge, crafting and investment in our casks”
The Macallan claims to invest more per cask than any other distillery: It is the only distillery to employ a Master of Wood, George Espie, who ensures that every cask is hand-selected and crafted.
The heart of Select Oak is built on The Macallan’s first fill oak casks seasoned with sherry, which are said to be significantly more expensive than the majority of casks used by other single malt brands.
A further complexity is added through the use of first fill sherry oak hogshead casks, hailed by The Macallan as the crème de la crème of casks. These are half the size of standard casks, thus maximising the interaction between spirit and wood and concentrating the flavour.
Bottled at 40%abv, it has a recommended retail price of €46 (1 litre).
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The Macallan Estate Reserve |
Whisky Maker’s Edition – “Expertise of our Whisky Maker”
This expression is The Macallan Whisky Maker Bob Dalgarno’s personal single malt.
It draws on rare whisky distilled from The Macallan’s estate grown barley and it is bottled at Dalgarno’s preferred higher strength of 42.8%abv.
Bottled at 42.8%abv, it has a recommended retail price of €69 (1 litre).
Estate Reserve – “Legacy of traditional methods of distillation”
The Estate Reserve reverts back to the old style methods of distilling at The Macallan.
This is the first time that The Macallan has released a bottle at the old Director’s strength (45.7%abv), traditionally used only for special commemorative bottlings that were not sold to the public.
Selected from especially reserved sherry seasoned hogshead casks and non-chill filtered for maximum depth of flavour, the Estate Reserve is “signature The Macallan”, said the brand.
It has a recommended retail price of €165 (70cl).
1824 Limited Release – “Rarity and quality of our older stock”
As mentioned, this is a limited edition release of only 1,824 decanters. As they draw on some of the oldest and rarest casks on The Macallan Estate, each year’s bottling will be different.
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The Macallan 1824 Limited Release |
The 2009 release is bottled at 48%abv and drawn exclusively from sherry seasoned Spanish oak casks which have been solely grown, cared for and crafted by the Tevasa cooperage.
The liquid is displayed in a handcrafted crystal decanter which has been decorated by a Scottish silversmith.
Jim Murray of The Whisky Bible gave it a score of 97.5%, said to be the highest ever score for any single malt whisky. He wrote: “Unquestionably my favourite Macallan of all time: indeed one of the greatest whiskies ever created”¦ Just about faultless.”
It has a recommended retail price of €1,450 (70cl).
The Macallan is confident of consumer reception to this exclusive collection, which was backed by thorough research and development: “The 1824 Collection has undergone the most rigorous testing of any new product development from The Macallan.
“The concept was researched in both qualitative groups and in quantitative “˜rapid tests’ in the US, Taiwan and the UK. The product was benchmarked in a quantitative blind taste test versus leading competitors.
“Finally, a “˜live’ test market was executed in Heathrow Terminals 1,3 and 5 during July and August 2008. The range performed excellently at each stage.
“The Macallan has an excellent track record with innovation. There has been the Fine & Rare Collection, the Lalique Decanter series and Fine Oak. In fact, Fine Oak is now 25% of The Macallan’s volumes and is growing at double the rate of the Sherry Oak range.”
For more information, visit www.themacallan.com.
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