The Macallan opens boutique in Taoyuan Airport

Edrington's marquee whisky brand The Macallan has revealed its new retail experience in Taiwan Taoyuan International Airport. It'll be the first of the brand's global Boutique programme to open in Asia.

The programme is a multi-million-pound investment that will see The Macallan open retail experiences in select cities and airports, enabling more consumers around the world to connect to the brand’s Scottish home in Speyside and showcase an exclusive range of whiskies within The Macallan’s portfolio.

The re-launch of the Boutique in Taiwan marks the third retail experience to be opened by The Macallan since the programme launched in June at Dubai International Airport followed by London Heathrow Terminal 5 in July.

Designed as ‘home away from home’, the Taiwan Boutique will offer a range of expressions, including vintages such as the latest addition to the Fine and Rare collection, The Macallan Fine and Rare 1979, a new expression aged in sherry casks, forty years in the making. 

Furthermore, the Boutique will also showcase The Macallan 72 Years Old in Lalique – The Genesis Decanter, The Macallan Boutique Collection, The Macallan Folio 5, in addition to releases from The Macallan Exceptional Single Cask range. 

Suzy Smith, managing director, global travel retail from The Macallan says: "Taiwan Taoyuan International Airport was the setting for The Macallan’s first ever luxury retail experience, and we are delighted that this is the location where we reveal the Boutique programme in Asia.

"International travellers through Taiwan Taoyuan continue to grow – last year increasing to 46.53 million – and by refreshing the retail experience to ensure it mirrors the new Boutique concept, we will continue to engage with existing fans of The Macallan and also create a lasting impression on a new generation of consumers in Asia.”

The overall design of all The Macallan Boutiques in the programme are inspired by the brand’s Speyside home. There is a stunning, signature oak lattice centrepiece, providing a direct and highly visual connection to the innovative roof of the The Macallan Distillery Experience. The space is designed to give a sense of familiarity to everyone who visits – from single malt aficionados to those exploring the world of The Macallan for the first time. Visitors to The Macallan Boutiques will be invited to discover the luxury world of The Macallan through a multi-sensory experience incorporating scent and taste, both memorable and shareable.

The Ever Rich Spokesperson commented: “The re-launch of The Macallan Boutique in Taiwan embodies the innovation, storytelling and dedication to luxury retailing which have made The Macallan a powerful brand in the single malt category. This is therefore a natural partnership and marks the next chapter in our long-standing relationship with the iconic single malt. This partnership and exclusive launch are important and significant for Ever Rich, as we remain committed to offer fresh, engaging and exciting experiences to delight shoppers at our airport and downtown stores.” 

The Macallan Boutique Taiwan at Taoyuan International Airport is now open and welcoming consumers in Terminal Two.

2 December 2019 - Sam Coyne The Drinks Report, editor