After its debut at Singapore Changi Airport in October 2023, the Colour Collection from the Macallan has launched globally, exclusive to travel retail locations. Interactive pop-ups featuring the collection are currently running at Hong Kong, Beijing Capital, Shanghai Pudong, and John F. Kennedy airports.

 

The Macallan Colour Collection of five age statement whiskies is intended to celebrate the brand’s commitment to natural colour, showcasing the range of tones from the various maturation times in sherry-seasoned oak casks.

 

The interactive pop-ups use augmented reality to tell the story behind the range, including the series of immersive art exhibitions inspired by the vineyards of Jerez, Spain, which was created by US graphic designer David Carson to celebrate the launch of the collection. 

 

Promotions, activations, and live tastings have also been launched at airports in Europe, the Middle East, and Africa. 

 

Jeremy Speirs of Edrington, the Macallan’s parent company, 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 programme 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.”

 

2024 is an important year for the Macallan as it marks its 200th anniversary. The brand launched celebrations earlier this year with a new expression, and has announced a collaboration event with Cirque du Soleil in May at the Macallan Estate.