200 Years Young: The Macallan releases the Space Collection
TIME : SPACE is a dual chamber vessel that includes the oldest whisky released by The Macallan
To mark 200 Years Young, The Macallan is releasing two new whiskies in a celebration of the brand’s interpretation of time travel.
Both whiskies will be available in global travel retail at select locations, supported by a major launch campaign.
The first whisky TIME : SPACE is a dual chamber vessel that includes the oldest whisky released by The Macallan at 84 Years Old, as well as a second single malt that marks the first from the brand’s new distillery. With only 200 in existence, one for each year of The Macallan’s history, TIME : SPACE is said to captures the essence of time travel, a spirit spanning incomparable craft across generations.
The vessel has been designed with two chambers to hold each of the whiskies. In the outer chamber the 1940 vintage represents the past, with two casks – a first fill American Oak Butt and second fill European Oak Butt – both seasoned with sherry in Jerez de la Frontera and matured in Speyside, Scotland. Bottled at 43.6% ABV, 84 years of maturation has produced a rich natural color, exceptional depth and richness and full, long-lasting flavor which is unique to this rare, aged single malt Scotch whisky.
Stunning pop-ups backing The Macallan launch will be rolled out at eight key airport locations
The second release, TIME : SPACE Mastery, is a single malt with layers of complexity that also embraces 200 years of history. TIME : SPACE Mastery took inspiration from past whisky masters and the variety of 14 different cask types available to create layers of complexity with depth of aroma, texture and flavor.
With whisky drawn from the breadth of The Macallan’s inventory, there are distinct influences from European Oak sherry seasoned casks, American Oak sherry seasoned casks, American Oak Bourbon casks and the finest refill casks. Together, these create layers of complexity and a voluptuous depth in aroma, flavor and texture. This expression is said to encompass The Macallan’s whisky mastery and highlights the unwavering commitment to protecting and nurturing this craft for the future.
Housed in a circular vessel symbolizing the circle of life and the ongoing journey from the past to the future, TIME : SPACE Mastery is a testament to The Macallan’s enduring legacy of excellence.
The release of TIME : SPACE COLLECTION is accompanied by a global experiential campaign, leading with two hero films that take audiences on a journey through a spiky world where time flows and nature protects what is most precious. The films follow two distinct stories, yet both highlight The Macallan’s intrinsic connection to nature through different characters, animals and plants.
The visual language has been translated into a stunning pop-up design which will be rolled out at eight key airport locations: Guangzhou International, LAX, London Heathrow, Paris CDG, Shanghai Pudong, Doha International, JFK and Singapore Changi.
An immersive The Heart of the Spirit VR experience is included in The Macallan campaign
Central to the shopper journey is an immersive Virtual Reality experience – The Heart of the Spirit - which is delivered through a state of the art headset. The concept features poetry and illustrations by award-winning Scottish novelist Jenni Fagan and celebrated Spanish artist Javi Aznarez.
The shopper journey is further enriched through an Augmented Reality touchpoint, which allows guests to access a wealth of information and storytelling through their own devices, while also encouraging sign-ups to The Macallan Society. The pop-ups feature a ‘Discover Your Expression’ tool, which uses touchscreen technology to take shoppers on a journey of discovery, matching their own personal preferences and tastes to different bottlings of The Macallan.
An extensive OOH display advertising program will also raise awareness and drive footfall at a number of high-profile travel retail locations. From mid-October, campaign visuals will be prominently displayed at six airports: Singapore Changi, London Heathrow, Hong Kong International, Dubai International, LAX and Shanghai Pudong.
Jeremy Speirs, Regional Managing Director at Edrington Global Travel Retail, commented, “For launches as captivating and ambitious as The Macallan TIME : SPACE collection, global travel retail is the perfect platform for engaging with global consumers and telling the stories that lie behind these products. Through a strong pop-up program and a widespread media campaign, we’re looking to leverage the rich content and create lasting impressions with shoppers in our channel, while continuing to elevate The Macallan’s positioning.”
The Macallan’s TIME : SPACE is available to purchase through invitation from The Macallan in global travel retail exclusively at The Macallan Boutiques, with price available upon application. The Macallan’s TIME : SPACE Mastery is available to purchase in global travel retail at The Macallan Boutiques, shop-in-shops and pop-ups, subject to availability and locations.
