HONG KONG. The Macallan last night unveiled its latest collaboration with crystal makers Lalique with the launch of M, which is set to become the distillery’s flagship decanter.
The Edrington Group hosted a spectacular launch in the Grand Hall at the Hong Kong Convention and Exhibition Centre, with over 800 attendees from the domestic and travel retail markets present for the unveiling of the decanter.
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The Macallan M packaging and decanter | |
The Moodie Report was the sole travel retail media on hand at the event, which was compered by actor Geoffrey Wong. The Hong Kong Symphonia also performed pieces by Tchaikovsky and Johann Strauss II.
Proceedings drew to a climax when the M decanter was lowered onto a podium amid a light show, giving guests their first glimpse of the product. Although M will be sold in a 70cl size, a specially-made six litre version of the crystal decanter had been made by Lalique for the event.
The concept for the product came from designer Fabien Baron, while Lalique was responsible for bringing his idea to life. The decanter has six facets, reflecting The Macallan’s Six Pillars: The Spiritual Home – Easter Elchies House, Curiously Small Stills, The Finest Cut, Exceptional Oak Casks, Natural Colour and the Peerless Spirit.
The theme was carried over into the meal served to guests last night, with each course representing different pillars and accompanied by The Macallan single malts chosen to match the food.
According to The Macallan Director of Malts Ken Grier, the spirit contained in the crystal decanter is from some of the Speyside distillery’s oldest and rarest casks. Guests at the event last night were able to sample the rare single malt.
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Guests get their first glimpse of the M decanter as it is lowered into the Grand Hall |
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The Macallan Director of Malts Ken Grier presents M |
Presenting the decanter, Grier said: “M stands for mastery and there’s a combination of three great masters: Fabien Baron, Lalique and Macallan.
“The whisky is our most intense and sumptuous Macallan ever. Its complexity is astonishing.”
According to The Macallan, M is interwoven with rich dried fruits, spices, orange citrus and wood notes, drawing on the distillery’s classic full flavoured tradition.
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Left: The Edrington Group Regional Director Asia Travel Retail Ryan Hill, King Power International Group Vice President Merchandising (Liquor & Tobacco) Witaporn Limbasuta, King Power International Group Executive Vice President Group Merchandising Pichai Pitakchaisuk, The Edrington Group Assistant Brand Manager Asia Travel Retail Sandy Tse and The Edrington Group Regional Marketing Manager Asia Travel Retail Claren Wong Right: Sandy Tse, Claren Wong, LS travel retail ASPAC Strategy & Development Director Asia Amy Chan, LS travel retail ASPAC General Manager Lee Charn Cheng and The Edrington Group Asia Travel Retail Sales Manager S.E. Asia Jeremy Ong | |
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Left: DFS Vice President Wine & Spirits Brooke Supernaw, DFS Singapore Regional Merchandise Manager Patricia Sim, Jeremy Ong, Sandy Tse and Claren Wong Right: Jeremy Ong, Heinemann Asia Pacific Chief Procurement Officer Max Heinemann, Heinemann Asia Pacific Head of Category Vinay Lamba, Heinemann Asia Pacific CEO Steffen Brandt, Ryan Hill and DFS Vice President Spirits Merchandising John Hoover | |
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Left: Ryan Hill and Ever Rich Duty Free Shop Corporation Vice President Kevin Chiang Right: Malaysia Airports Assistant Buyer Merchandising (Core Products) Md Ariff Samsudin and Jeremy Ong | |
It will go on sale next month, with a launch event set for Monday with one of the region’s biggest luxury travel retailers. The Moodie Report will again represent the travel retail media at the event.
Only 1,750 bottles are being released in the first year (to March 2014) and the product has a recommended retail price of US$4,500. Each bottle is also engraved with its own individual number.
Previous collaborations between The Macallan and Lalique include a series of decanters representing the Six Pillars as well as the Cire Perdue 64 Years, which sold at auction in 2010 for $460,000.
