February 19 2024  |  Spirits & Tobacco

‘200 Years Young’: The Macallan partners with Cirque du Soleil in anniversary celebrations

By Hibah Noor

The Macallan is set to present Cirque du Soleil SPIRIT in May

To commemorate The Macallan’s 200th anniversary, the renowned single malt Scotch whisky brand has joined forces with Cirque du Soleil to create a bespoke, theatrical and unforgettable experience.

Drawing synergies from The Macallan’s unparalleled expertise in whisky craftsmanship with Cirque du Soleil’s indefinable mastery in the performing arts, the result is described as “an unparalleled experience that marries the artistry of both worlds”.

The Macallan Estate in Speyside, Scotland – the 485 acres stretch of land in the Scottish Highlands that is home to the brand’s Distillery – will play host to this breathtaking experience. This scenic landscape offers a unique setting to enhance the engaging nature of the event, whilst providing a picturesque backdrop that complements the overarching narrative. With a highly limited run, the experience will run at 8:30pm daily - excluding Sundays – from May 9 to 31 2024.

Cirque du Soleil SPIRIT is an exclusive sensory experience which transports guests into the theatrical universe of the Scottish Highlands for an engaging journey. Taking individuals on a journey through taste, smell, sounds and feelings, this is a one-of-a-kind opportunity to witness an awe-inspiring performances, whilst feeling immersed in nature.

Jaume Ferràs, Creative Director at The Macallan, said, “2024 marks a momentous year for The Macallan as it celebrates its bicentennial. Celebrating two centuries of unparalleled craftsmanship and tradition, this collaboration brings two iconic brands together, both dedicated to constant innovation, resulting in a one-of-a-kind experience which is uniquely inspired by the Highlands and the story of our brand so far.”

According to Ferràs, Cirque du Soleil SPIRIT bridges the gap between the art of whisky making and the spectacle of performing arts, “creating an unforgettable experience that is deeply rooted in the nature that surrounds us at The Macallan, our rich history, and our bold vision for the future”.

“We look forward to welcoming guests from all over the world to our Estate, offering them the opportunity to take in an exclusive experience and a bespoke whisky tasting surrounded by nature, all unique to The Macallan,” he added.

Cirque du Soleil SPIRIT moves guests through different environments of the narrative experience, immersing them in the feelings, scents, tastes and sounds of the bespoke journey. The experience tells the tale of how reconnecting with nature gives life a force to protect our natural world, offering breathtaking performances, intriguing stagecraft and signature tasting experiences at the Estate. The story focuses on Davonna, a fierce spiritual guardian of the Scottish Highlands, and a young colorist named Ayla.

The daughter of a beloved Master Whisky Maker, Ayla has striven for years to recreate an elusive shade of red that reminds her of her father and the red chalk he would use in his work. Davonna leads their venture deep into the majestic natural landscapes of the realm and through a series of encounters with fantastical folkloric figures along the way, which culminates in a reconnection with nature.

Marie-Hélène Delage, Creative Director at Cirque Du Soleil, said: “Cirque du Soleil SPIRIT is a spectacular collaboration based on mutual respect. Through harmony paralleled with nature and storytelling, we’ve forged a unique partnership that highlights the strengths of both of our brands.

With this invitation, we’re welcoming guests to a transformative experience in the timeless beauty of The Macallan Estate. Together, we’ve written a tale that celebrates the beauty, wonder and deep connection we all share with the natural world.”

In global travel retail, a pipeline of special activities, including new product development and activations, are planned to commemorate The Macallan’s 200th anniversary. In Q4 activations will immerse travel retail consumers in the extraordinary legacy of The Macallan through highly engaging and multisensory experiences. The 200th festivities commenced last month with the reveal of a ‘200 Years Young’ logo and an evolved identity that recognizes the brand’s illustrious past and a celebration of the future.

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