Purple with a Purpose

Purple with a Purpose

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The Macallan has just launched the latest member of its Edition Series, Edition No. 5, bringing along a unique approach that revolves around the diversity and complexity of colour comprehension and whisky making.

It’s always more than just a drink at The Macallan, one of the world’s leading single malt Scotch whisky distilleries, it’s an elaborate lifestyle, a conceptual work of art. Over the decades, The Macallan has continued to keep whisky connoisseurs and enthusiasts intrigued with its newest creations, keen to see what brilliant brainchild The Macallan will bring out next.

What makes the brand so distinctive is that The Macallan knows how to tell stories – riveting, nostalgic, fun, or even heart-warming ones – through its varieties of single malts. From The Macallan Masters Photography series, where the intricate art of whisky distillation is associated with that of photography, a series created in collaboration with the world’s top photographers, nonetheless; to the much-sought after The Edition Series, an annual limited edition series that celebrates the delicate details of whisky making, putting the spotlights on the skilled Whisky Makers.

After four successful products in The Edition Series, the brand is back with The Macallan No. 5, with an approach that is just as interesting. The multi-sensory concept has always been a favourite with the brand, like Edition No. 3 utilised and played with tastes and aromas to highlight the distinguished qualities of the malt. This time around, however, the product is juxtaposed with the complexity of colour.

Inspired by The Macallan’s commitment to natural colour that arises from the complex whisky-making process, this time around the brand joined forces with the colour masters at the Pantone Color Institute for a collaboration that no one has ever thought of before.

Colours indeed surround – and in some ways – shape our lives, from defining moods and shaping perceptions, to distracting thoughts and changing behaviour; colours are tools that enable us to communicate without words.

The colour masters have come up with an attention-grabbing, bold shade of purple – regal, elusive, delicate and intricate at the same time. This particular colour was defined by the complexity and precision of the whisky-making process – bringing forth the infinite hues, creativity and expertise required to get the glowing natural colour of the whisky.

“We can find much common ground between whisky making and colour creation, and with Edition No. 5 we have been able to explore and celebrate these two art forms,” The Macallan Whisky Maker Sarah Burgess said. “Whilst colour development starts with mixing basic colours with precision to achieve different shades, for whisky making, it is the knowledge and understanding of a specific palette of colours from the cask which is the starting point. From here we can craft the desired character and specific colour of the final whisky.”

Vice President of the Pantone Color Institute Laurie Pressman also commented, “As the rainbow’s most complex colour, purple naturally felt like the ideal shade to highlight the equally complex process involved in The Macallan’s whisky making. This new vibrant shade developed for Edition No. 5 brings to life the exquisite combination of distinctive natural hues found in this whisky.”

themacallan.com


Exquisite Taste March – May 2020

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