The world’s leading whisky brand has undergone a facelift that brings out more than what meets the eye.
Introducing The Macallan might appear pointless as the brand appears to need no further introduction. For almost two centuries, the whisky distillery has striven to establish itself as the world’s frontrunner when it comes to a single malt whisky with class, quality and unmistakeable finesse.
With a team of connoisseurs and aficionados, The Macallan never stops at excellence, it always seeks to improve and refine, to be the best. Early this year, the brand announced the launch of a new and improved distillery, which is so much more than just that – it also serves as a one-stop destination comprising office, showroom and basically educative museum for whisky lovers.
The latest brilliant concept from The Macallan is a new packaging design that goes beyond a facelift. The new bottles are elegantly keeping up with the times, boasting modern and elegant lines, while still being timeless, in a true The Macallan’s exclusive fashion. Long-time patrons of the brand will be happy to get their hands on the new collection, and the design will definitely turn heads of new fans.
“We want to make sure that our fans are confident that if it says ‘The Macallan’ on the label, it’s The Macallan in the bottle,” Agus Budi, the chief representative of Edrington Singapore-Indonesia commented.
The sleek look of the bottles is inspired by the iconic The Macallan Rare Cask and Rare Cask Black packaging. Somewhere between sturdy and sultry, the new bottle showcases broad-shouldered features, with a chevron focal point cut into the bottle.
The Macallan Trilogy is at the centre stage of the portfolio, comprising three 12-year-old whiskies, conceptualised from the brand’s signature extraordinary oak casks – a true testimony to the Master Whisky Maker’s skill and craftsmanship.
First launched in 2004, The Macallan’s Fine Oak range finds itself with a revamp too, but only in its moniker. Renamed Triple Cask Matured, the range is known for its maturing process that uses ex-bourbon casks and also American and European sherry-seasoned casks. With the new name, Triple Cask Matured will be in line with the much sought-after Sherry Oak and Double Cask.
“We want to make it easy for our fans to select a whisky that’s right for them. What could be simpler than one, two or three cask types?” Glen Gribbon, The Macallan’s marketing director commented. “By consolidating our core range to Sherry Oak, Double Cask and Triple Cask Matured we’re able to highlight the variety of whisky coming out of our distillery and to encourage new and existing fans to try The Macallan across a variety of occasions.”
Celebrating the refreshed image, The Macallan revealed the newly packaged liquid gold at Oso Ristorante, Plaza Indonesia in November. Patrons will be happy to know that the new design is now available in Indonesia.