 |
Representatives from Tasa Meng and The Edrington Group at the opening of the VIP Saloon |
The Macallan, in partnership with Tasa Meng, has opened an out-of-store VIP Saloon for a two-month period at Taiwan Taoyuan International Airport. The opening also coincided with the Asian launch of the limited edition The Macallan Oscuro.
Located in the Boarding Gate D area in terminal 2, The Macallan VIP Saloon is open from 1 November to 31 December, showcasing a range of the brand’s premium products, including The Macallan 1824 collection.
The design concept, based on The Macallan’s two strongest and most ownable pillars – Exceptional Oak Casks and Natural Colour – is inspired by the relationship between colour and wood. The stave shape structure of the wall bay and the tasting bar design is based on a deconstructed cask, leaning on the curved lines of a cask but presented in a new way.
 |
 |
The Macallan VIP Saloon will run for a two-month period at Taoyuan International Airport |
The six cubes represent The Macallan six pillars, the brand explained. The Real Oak Wood display illustrates the fact that The Macallan uses both American Oak (sherry seasoned) and Spanish Oak (sherry seasoned) wood for The 1824 collection, while the Perspex colour cube is used to show the differing degree of colour from light to dark.
The Macallan is claimed to be the only single malt of any scale to be 100% natural colour. The colour spectrum applied to the design is based on the industry standard to measure tint from 0 to 100, starting with the lightest colour on the left and ending with the darkest on the right. It is said to create an eye-catching spectrum that represents the true wide range of The Macallan’s natural colour.
Besides the full range of The 1824 Collection, the The Macallan VIP Saloon also showcases a brand experience table to promote engagement, allowing consumers to discover more about the Six Pillars which make up The Macallan. Bespoke Brand Ambassador kits will also be displayed for promoters to use as a tool to engage with consumers.
The Macallan Oscuro makes Asian market debut
The new Macallan Oscuro, the hero of the promotion, makes its Asian debut at this VIP Saloon. Used for the key visual, it is known for its dark colour and described as The Macallan master blender Bob Dalgarno’s most carefully crafted masterpiece.
First the world’s top-notch 100 year oaks are selected and then carried to the craftsman’s hand at The Macallan’s Spanish cooperage. After six years and 2000 miles of travel, casks are returned to Scotland. With ten times the effort and ten-fold the costs, only then can a new Sherry cask be created (the usage rate exceeds 50% at a most luxurious scale). After long years of ripening in storage and reaching the ratio of 46.5% alcohol content, only then does it become a deep golden-copper colour.
 |
 |
The Macallan engagement table features bespoke brand ambassador kits and dedicated iPads as interactive tools to educate consumers on The Macallan Six Pillars |
The Macallan Oscuro follows “a natural and wild abundant fruitful taste”, often described as a black chocolate, orange, and vanilla milk fragrance. On the palate is a mild fig flavour, a ripe orange scent plus a soft apple flavor, finishing with a slight wooden tinge.
Described as having a “true reflection of artistic ambiance”, the VIP Saloon offers several guest services, including explanations from brand ambassadors and whisky tastings. Every Friday afternoon from 2.30-3.30pm at the The Macallan VIP Saloon, a violinist will provide music to add to the atmosphere, helping guests to feel relaxed before boarding, the brand company said.
Visitors to The Macallan VIP Saloon are welcome to taste from The Macallan premier Select Oak and Estate Reserve lines. During this limited period, those who purchase from the Estate Reserve will be given an exclusive travel bag and a free taste of The Macallan Oscuro (listed price of NT$21,600/US$730 per bottle). In addition, guests who purchase The Macallan Oscuro will be given The Macallan 1824 limited mini set.
The promotion also includes a touch of augmented reality, with dedicated iPad provided as interactive tools to educate consumers on The Macallan Six Pillars.
Commenting on the initiative, The Edrington Hong Kong Assistant Brand Manager – Asia Travel Retail Sandy Tse said: “The Macallan VIP Saloon installation operated in conjunction with Tasa Meng in Taipei Taoyuan International Airport is a fantastic way to create a brand experience in a popular area during a busy seasonal period.
“It is engaging, interactive and visually impactful, offering travellers a new way to shop in travel retail. We are delighted to implement this extraordinary concept with the new Macallan brand display guidelines and we aim to continue to improve the way we exhibit our brands in travel retail in order to enhance the shopping experience.”
[houseAd2]
