The Macallan, part of Edrington Group, is celebrating its bicentennial this year with an exclusive sensory experience crafted in collaboration with performing arts specialist Cirque du Soleil.
The event, called Cirque du Soleil Spirit, will be running from 9 to 31 May at The Macallan Estate in Speyside, Scotland. It will start at 8.30pm daily, excluding Sundays.
Last month the single malt Scotch whisky brand unveiled its ‘200 Years Young’ logo along with a revamped identity. The graphics pay tribute to The Macallan’s heritage and celebrate its future.
In travel retail, various activities such as product launches and events are scheduled to celebrate The Macallan’s 200th anniversary.
In the fourth quarter of 2024, these events will offer travel retail consumers immersive experiences that showcase the brand legacy through multi-sensory activations.
Cirque du Soleil Spirit will take attendees on a journey of taste, smell, sounds and feelings through live performances and tasting sessions.
The Macallan Creative Director Jaume Ferràs said: “This year marks a momentous time for The Macallan as it celebrates its bicentennial.
“Celebrating two centuries of unparalleled craftsmanship and tradition, this collaboration brings two brands together, both dedicated to constant innovation; resulting in a one-of-a-kind experience inspired by the Highlands and the story of our brand so far.
“It will bridge the gap between the art of whisky making and the spectacle of performing arts, creating an unforgettable experience that is deeply rooted in the nature that surrounds us at The Macallan, our rich history, and our bold vision for the future.
“We look forward to welcoming guests from all over the world to our estate, offering them the opportunity to take part in an exclusive experience and a bespoke whisky tasting surrounded by nature.”
According to The Macallan the story for the theatrical performance focuses on Davonna, a spiritual guardian of the Scottish Highlands, and a young colourist named Ayla.
The brand noted: “The daughter of a master whisky maker, Ayla has striven for years to recreate an elusive shade of red that reminds her of her father and the red chalk he would use in his work.
“Davonna leads their venture deep into the majestic natural landscapes of the realm and through a series of encounters with fantastical folkloric figures along the way, which culminates in a reconnection with nature.”
Cirque Du Soleil Creative Director Marie-Hélène Delage remarked: “Cirque du Soleil Spirit is a spectacular collaboration based on mutual respect.
“Through harmony paralleled with nature and storytelling, we have forged a partnership that highlights the strengths of both our brands.
“With this invitation, we’re welcoming guests to a transformative experience in the timeless beauty of The Macallan Estate. Together, we’ve written a tale that celebrates the beauty, wonder and deep connection we all share with the natural world.” ✈
The Macallan recently partnered with Stella and Mary McCartney to create the third instalment of its Harmony Collection. To celebrate the launch of the limited annual release in travel retail, The Macallan partnered with The Moodie Davitt Report for a visually captivating homepage makeover.