The Macallan single malt Scotch whisky, owned by Edrington Group, has partnered with Stella and Mary McCartney to create the third instalment of the Harmony Collection.
To celebrate the launch of the limited annual release in travel retail, The Macallan has partnered with The Moodie Davitt Report for a visually captivating homepage makeover.
The Macallan Harmony Collection features two expressions: The Macallan Harmony Collection Amber Meadow and Green Meadow. Both are inspired by the McCartney sisters’ childhood memories of the Scottish countryside.
Stella McCartney is a renowned sustainable fashion designer, while Mary McCartney is a photographer, filmmaker and cookbook author. They are the daughters of famed music star Paul McCartney.
The Macallan Harmony Collection Green Meadow is a travel retail exclusive. It is rolling out this month in The Macallan airport boutiques worldwide and key downtown duty free locations including Hainan Island. The Macallan Harmony Collection Amber Meadow launched in domestic markets in October. Both expressions have an RRP of £160 (US$196).
The third release in The Harmony Collection celebrates the scents and flavours of the Scottish countryside and highlights the mutual respect for nature shared by The Macallan and the McCartney sisters.
The presentation boxes underline the collaboration’s nature-inspired ethos and feature labels that are made with discarded meadow cuttings.
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.
Green Meadow offers fresh orange and lemon, wild primrose, petrichor, honeydew and bluebells on the nose, with rich lemon, barley sugar, creamy vanilla, almonds and fresh oak on the palate. It has a sweet, fragrant, long and creamy finish at 40.2% ABV.
The collaboration is a first for the McCartney sisters and combines their creative strengths to bring their memories of Scotland to life. The packaging of both expressions features the photography of Mary McCartney, alongside a new logo which combines both sisters’ initials. The logo also features in a luxury home range called TOGETHER: A Collection for The Macallan by Stella and Mary McCartney.
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,” commented Edrington Global Travel Retail Regional Managing Director Jeremy Speirs.
“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.” ✈
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.
