SINGAPORE. To accompany the launch of global travel exclusive The Harmony Collection Smooth Arabica, The Macallan has created two interactive shopper experiences in Singapore.
From January, whisky enthusiasts in Singapore can explore the world of whisky and coffee at Singapore Changi Airport Terminal 3 and at Design Orchard, an integrated retail and incubation space on Orchard Road, Singapore.
As reported, Smooth Arabica is the second global travel retail release in The Harmony Collection, a limited annual series of single malts by The Macallan. The line reinforces the whisky house’s sustainability journey as each edition features distinctive packaging that incorporates organic by-products and sustainable materials.
Inspired by the Ethiopian Arabica coffee bean, The Harmony Collection Smooth Arabica celebrates the world of coffee and follows the release of The Harmony Collection Inspired by Intense Arabica for domestic markets. Smooth Arabica was created by The Macallan Whisky Maker Steven Bremner, who immersed himself in the art of coffee, by hosting a masterclass with leading coffee experts at The Macallan Estate.
Drawing inspiration from the Arabica coffee bean from Ethiopia, Bremner selected a combination of American and European oak casks to achieve the distinctive notes offered by the single malt.
Celebrating the launch of the limited-release single malt, from 1 January 2023 to 28 February 2023, travellers can experience The Macallan Harmony Collection Smooth Arabica pop-up in departures at Singapore Changi Airport T3. A partnership with Changi Airport Group and Lotte Duty Free, travellers can learn more about the brand’s sustainability journey at the pop-up, an immersive retail space built from repurposed materials.
The pop-up will also feature an interactive augmented reality (AR) experience to engage consumers and enable them to discover more about The Harmony Collection Smooth Arabica. Travellers can also take away a personalised bag of coffee beans that complement the tasting experience of Smooth Arabica.
In addition, the pop-up will feature a comprehensive range of single malts from the brand’s travel retail-exclusive range and selected limited-release expressions.
In addition to the Singapore Changi Airport retail experience, The Macallan will be taking over The Rooftop at Design Orchard from 14-18 January 2023. Led by the Alchemist café’s baristas and The Macallan’s brand ambassadors, guests can take a 60-minute journey into the world of The Macallan Harmony Collection.
Highlights include a cupping and tasting ritual, where guests can savour the new whisky while pairing it with coffee and popcorn. This was inspired by Bremner’s exploration of the art of coffee and its cultural significance, where he found the use of popcorn in traditional Ethiopian coffee ceremony.
Edrington Global Travel Retail Regional Managing Director Jeremy Speirs commented: “There is a rich storytelling behind the Smooth Arabica, where the worlds of coffee and whisky meet and blend together perfectly. We are thrilled to share this journey with our consumers, and to bring them through an unforgettable experience where they will learn more about the creation of the Smooth Arabica in an exciting and engaging manner. We hope that by attending either of these experiential pop-ups, they will gain a deeper understanding and appreciation of coffee and whisky.”
The Harmony Collection Smooth Arabica is available through Lotte Duty Free at Singapore Changi Airport, priced at S$263. ✈
