NEWS
THE MACALLAN LAUNCHED COLOUR COLLECTION AT GLOBAL AIRPORTS
By Siulan Law Mathews DipWSET
29-2-2024
Source: The Macallan
The Macallan has launched the Colour Collection globally in travel retail locations around the world after its debut at Singapore Changi Airport in October last year.
The Macallan Colour Collection includes five age statement whiskies – 12, 15, 18, 21 and 30YO expressions – all have been matured in ex-sherry oak casks.
Recommended retail price ranges from USD80 to USD4,455 per bottle depending on the expression.
Interactive pop-ups featuring the collection are currently running at Hong Kong International, Beijing Capital, Shanghai Pudong, and John F. Kennedy airports.
Promotional activities and live tastings have also been launched at airports in Europe, the Middle East and Africa.
Source: The Macallan
At the core of the Colour Collection resides the spectrum of natural hues found in each expression, nurtured over years of maturation in sherry seasoned oak casks sourced from Jerez de la Frontera in Spain.
The presentation boxes for the 12, 15, and 18 YO expressions are crafted using eco-friendly materials and are entirely recyclable.
While the 21 and 30YO expressions are presented in carved wooden boxes made from oak harvested from sustainable forests.
The interactive pop-ups use augmented reality to tell the story behind the range, including the series of immersive art exhibitions inspired by the vineyards of Jerez, which was created by US graphic designer David Carson to celebrate the launch of the collection.
Jeremy Speirs of Edrington, the Macallan’s parent company, said: “The Macallan Colour Collection has received an overwhelmingly positive response from both retailers and consumers globally since launching last year. It’s clear that consumers are enjoying being able to engage with the brand through our extensive programme of activity.”
The recommended prices for each expression are:
• The Macallan Colour Collection 12YO – £70/USD80/€80
• The Macallan Colour Collection 15YO– £145/USD165/€165
• The Macallan Colour Collection 18YO – £305/USD350/€350
• The Macallan Colour Collection 21YO – £965/USD1,100/€1,100
• The Macallan Colour Collection 30YO – £3,910/USD4,455/€4,455
(the writer can be contacted at: info@thewinechronicle.com)
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