The Macallan, part of Edrington Group, is marking its 200th anniversary with a series of initiatives focused on its latest travel-exclusive range, The Macallan Colour Collection.
Launched in 2023, The Macallan Colour Collection is a range of age-statement whiskies exploring the brand’s commitment to delivering natural colour through maturation in sherry-seasoned casks.
The collection comprises five single malt Scotch whiskies. The range spans all the colours of the whisky spectrum showcasing the natural hues derived from maturation. It begins with the golden oak-toned 12 Year Old, 15 Year Old, 18 Year Old and 21 Year Old, all the way to the burnished chestnut of the 30 Year Old.
The Colour Collection features a refreshed visual identity inspired by the distillery’s heritage and its spiritual home, The Macallan Estate. The designs were created by long-time The Macallan collaborator American illustrator/graphic artist David Carson and underline the brand’s connection to nature. Carson took inspiration from Jerez, where The Macallan’s sherry-seasoned oak casks are made.
At Mexico City International Airport (Benito Juárez International Airport) Terminal 1, a 28sq m pop-up delivers a multi-sensory experience of the Colour Collection, including a nosing tray and an interactive ‘Discover Your Expression’ profiling experience. Shoppers can also customise their purchases through a gifting ritual.
Edrington Regional Managing Director Global Travel Retail Jeremy Speirs commented: “The Colour Collection represents The Macallan’s commitment to quality. It celebrates our 200-year history in crafting single malt whiskies. We are excited to share its story at key travel retail locations worldwide while celebrating this milestone anniversary.”
The Colour Collection represents the return of age-statement whiskies to The Macallan’s travel retail-exclusive portfolio. It is part of The Macallan’s ‘200 Years Young’ campaign, which honours the brand’s past and looks to its future.
To commemorate the 200th anniversary, The Macallan is promoting the Colour Collection across its permanent travel retail locations, including boutiques and shop-in-shops.
The campaign features point-of-sale merchandising and media assets designed by Carson, incorporating the ‘200 Years Young’ logo. Spanish visual artist Alex Trochut designed the logo to reflect The Macallan’s ‘Six Pillars’ and the connection between the brand’s foundations and future.
Other prominent Colour Collection permanent and pop-up locations include Los Angeles International Airport (LAX) with DFS Group and Los Angeles World Airports and Istanbul Airport with Unifree Duty Free and Gebr. Heinemann.
The anniversary celebrations extend beyond travel retail, with a series of product launches, campaigns and lifestyle experiences planned throughout the year. As reported, The Colour Collection made its global travel retail debut at Singapore Changi Airport in 2023 and has since popped up in prominent locations in the channel.
As reported, The Moodie Davitt Report was on location in Speyside, Scotland for the special Cirque du Soleil performance kicking off The Macallan’s 200th anniversary celebrations on 9 May.
During the event, The Macallan Creative Director Jaume Ferràs and Edrington Regional Managing Director Global Travel Retail Jeremy Speirs spoke to The Moodie Davitt Report about the multi-layered anniversary celebrations and year of activities across business channels. Click here for the full interview. ✈
