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Dubai launch for The Macallan's second Concept series release

The Macallan has unveiled Concept Number 2, the latest release in its series fusing whisky with art, music and culture.

The expression, inspired by the creative similarities in music and spirit-making, was borne of The Macallan whisky maker Steven Bremner's joint passions of whisky and house music.

Edrington Global Travel Retail (GTR) and Dubai Duty Free partnered for an exclusive launch of the spirit at the end of 2019, engaging shoppers at Dubai International Airport through house music and whisky and giving them the chance to make and download their own track.

Sharon Beecham, vice president, purchasing at Dubai Duty Free, said: "The Macallan continues to build its reputation in travel retail, not only as an iconic luxury spirit but one which is consistenly presented in engaging and iconic formats."

Jeremy Speirs, managing director, EMEA travel retail at Edrington, said: "The Macallan Concept series has resonated strongly with global travellers, providing an eye-catching platform for consumer engagement and retail theatre."

16 January 2020 - Bethany Whymark


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