May 13 2024  |  Spirits & Tobacco

Celebrating 200 years: The Macallan premiers innovative collaboration with Cirque du Soleil

By Hibah Noor


Cirque du Soleil SPIRIT combines The Macallan’s expertise in whisky craftsmanship with Cirque du Soleil’s mastery in the performing arts

To celebrate The Macallan’s 200th anniversary, the single malt Scotch whisky brand has collaborated with Cirque du Soleil on a multi-year collaboration.

Celebrating the creative synergy between the two brands, the partnership kicked off on May 9 with a one-of-a-kind theatrical experience and will continue with global product launches.

The collaboration began with an unforgettable sensory experience at The Macallan Estate, the brand home in Speyside, Scotland. Featuring a cast drawn from across four continents, Cirque du Soleil SPIRIT, marries the artistry of both worlds: The Macallan’s expertise in whisky craftsmanship with Cirque du Soleil’s mastery in the performing arts.

From May 9 until 31, each performance will transport guests into the theatrical universe of the Scottish Highlands for an experience that includes hair suspension, aerial silk, contortion, cyr wheel, tight wire, juggling, hoop diving, bagpipes and flamenco dancing, with a cast assembled from USA, UK, China, Spain, Canada, Finland, Malaysia, Cambodia and Africa. Taking guests on a journey through sight, taste, smell and sound, this is a one-of-a-kind opportunity to experience the tale of how reconnecting with nature gives life a force to protect the natural world, while being immersed in nature at the heart of The Macallan Estate.

The opening marked the beginning of an ongoing collaboration between the two brands, with more to follow throughout 2024 and beyond.

Jaume Ferràs, Creative Director at The Macallan, said, “2024 marks a momentous year for The Macallan, celebrating our 200 Years Young mark. 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. We’re welcoming guests from all over the world to our Estate for the launch of this spectacular experience, offering them the opportunity for a breathtaking performance and a bespoke whisky tasting experience, all unique to The Macallan.”

Marie-Hélène Delage, Creative Director at Cirque du Soleil, added, “Cirque du Soleil SPIRIT is a spectacular collaboration based on mutual respect. Through harmony paralleled with nature and storytelling, we’ve forged a collaboration that highlights the strengths of both of our brands. With this invitation, we’re welcoming guests to an unforgettable 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.”

REGION International
Copyright 2024 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap