The Macallan spotlights TR-exclusive Colour Collection on 200th anniversary
The Macallan collaborated with visionary US graphic designer David Carson for the Color Collection, marking the return of age statements
The Macallan is commemorating its 200th anniversary with special initiatives designed to generate excitement around its latest travel exclusive range, The Macallan Colour Collection.
A significant launch for the brand in travel retail, the Colour Collection features five exceptional age statement whiskies that celebrate two fundamental pillars of The Macallan's legacy: Natural Colour and Sherry Seasoning. The range spans from the gold oak of the Colour Collection 12 Years Old to the burnished chestnut of the Colour Collection 30 Years Old, showcasing the radiant tones of the whisky spectrum. Each whisky in the collection boasts 100% natural color, a result of years of maturation in exceptional sherry seasoned oak casks from Jerez de la Frontera, Spain.
The Macallan collaborated with visionary US graphic designer David Carson for the Colour Collection. Carson drew inspiration from Jerez, the historic wine region where The Macallan's sherry seasoned oak casks are crafted.
Jeremy Speirs, Edrington Regional Managing Director - Global Travel Retail, commented: "The Macallan Colour Collection is one of our biggest ever launches in global travel retail and a testament to The Macallan's unwavering commitment to quality. The exceptional travel retail range is a true celebration of the brand's 200-year legacy in crafting extraordinary single malt whiskies and we're delighted to bring its story to life at key travel retail locations globally while celebrating this milestone anniversary."
Marking the return of age statements
The Color Collection marks the return of age statement whiskies to The Macallan's global travel exclusive offering. The five single malt whiskies (12, 15, 18, 21, and 30 Years Old) represent a sensory time travel journey through the spectrum of natural colors derived from maturation in The Macallan's sherry-seasoned oak casks.
The range aligns with the brand's “200 Years Young” campaign, which celebrates The Macallan's illustrious past while looking toward the future. The anniversary is framed as a celebration of time travel, explored through five themes: Incomparable, Creativity, Craftsmanship, Legacy and Sustainability.
A Mexico City rotunda activation in partnership with Avolta offers travelers a multisensory experience, including a nosing tray and interactive "Discover Your Expression" profiling tool
Global travel retail promotions
To commemorate the 200th anniversary and generate buzz in global travel retail, The Macallan Colour Collection is being promoted at the brand's permanent locations, including boutiques and shop-in-shops, from July onwards. Activities include celebratory point-of-sale merchandising and media assets featuring David Carson's vibrant artwork, all incorporating the iconic 200 Years Young logo.
On-shelf displays feature the anniversary logo and a QR code leading to a web page with more information about the campaign. The logo, designed by visual artist Alex Trochut, embodies The Macallan's legacy and Six Pillars – the fundamental principles guiding the brand.
At Mexico City International Airport Terminal 1, a 28-square-meter rotunda activation in partnership with Avolta is running until the end of July. The space offers travelers a multisensory experience to discover The Macallan Colour Collection 12, 15, 18 and 21 Years Old, including a nosing tray and interactive “Discover Your Expression” profiling tool. Shoppers can also customize Colour Collection purchases through a bespoke gifting ritual.
Throughout the year, an extensive program of 200th anniversary activities, including exclusive product launches, campaigns, lifestyle initiatives and experiences, will continue to roll out in both travel retail and local markets.
