January 31 2024  |  Industry News

The Macallan’s travel exclusive Colour Collection goes global

By Hibah Noor

The first Colour Collection activation ran at Singapore Changi Airport in September and October last year

The Macallan Single Malt Scotch Whisky has brought to life its new travel exclusive Colour Collection through a series of vibrant experiential activations at key travel retail locations globally.

This significant investment – which includes pop-ups, high-profile promotions and an out-of-home (OOH) campaign – is said to underline the Edrington Global Travel Retail brand’s commitment to the global channel and its focus on driving awareness and recruitment through impactful storytelling.

The Macallan Colour Collection pop-ups featuring The Macallan’s new brand identity, which is inspired by the brand’s rich heritage and spiritual home, The Macallan Estate, are currently running at Hong Kong, Beijing Capital, Shanghai Pudong and John F. Kennedy airports. The pop-ups invite shoppers to discover the new range through design features and touchpoints that communicate the story behind the launch and the collaboration with US graphic designer David Carson. Shopper engagement is a key part of the pop-up journey, with an interactive augmented reality (AR) experience enabling guests to discover more about The Macallan Colour Collection.

The Macallan Colour Collection featured with China Duty Free Group at Haitang Bay

These pop-ups follow the first Colour Collection activation at Singapore Changi Airport, from September 1 to October 18, which was followed by a large-scale animation in Haitang Bay with China Duty Free Group. Both activations featured a gallery concept which invited shoppers to discover The Macallan’s new brand identity and travel exclusive range via a life-size art piece echoing the curves of The Macallan Distillery.

In Europe, the Middle East and Africa, a series of high-profile promotions and activations have been executed at key airports including Paris Charles de Gaulle, Dubai and Heathrow. Likewise in the Americas, activations have been implemented in John F. Kennedy, Los Angeles and San Francisco airports. The promotions educate travelers on the story behind the Colour Collection, whilst retail brand ambassadors are on-hand to offer guided tastings.

To raise further awareness of The Macallan Colour Collection, a substantial OOH campaign was rolled out at Hong Kong, Dubai, Shanghai Pudong, Singapore Changi, Paris Orly, Paris Charles de Gaulle, Heathrow, Miami and Los Angeles airports, capturing travelers’ attention before they departed. The campaign at Los Angeles International Airport showcased a unique collage and key visuals created by David Carson to reflect visually the influence behind the collection.

Jeremy Speirs, Regional Managing Director - Global Travel Retail at Edrington, 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 program of activity. The significant investment behind the Colour Collection launch underlines our unwavering commitment to the channel and we’re excited to bring this impressive new collection to life to even more consumers over the coming months.”


The Macallan Colour Collection is a new range of five exceptional age statement whiskies celebrating the brand’s commitment to natural colour and reflecting the influence of sherry seasoning. From the gold oak of the Colour Collection 12 Years Old to the burnished chestnut of the Colour Collection 30 Years Old, the range spans the tones of the whisky spectrum, to showcase natural tones derived from maturation in The Macallan’s exceptional sherry seasoned oak casks.

2024 marks the 200th anniversary year for The Macallan, commencing 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.

REGION International
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