Perfect The Macallan
“The progress we have made towards our ambition to Perfect The Macallan has delivered a consistently excellent performance in markets around the world.”
The Macallan’s new distillery and visitor experience on the Easter Elchies estate opened its doors on 2nd June.
The new brand home not only secures the supply and quality of spirit to deliver future growth, it embodies the care, passion and craftsmanship that goes into every bottle of The Macallan. It is the centrepiece of a programme that increases investment in whisky production, warehousing and in particular, securing the long-term supply of The Macallan’s signature sherry-seasoned casks. The Macallan’s whisky making team will continue to focus on innovations for the long term.
This continuing investment and growth establishes a firm foundation for the brand as we embark on the biggest year in the history of The Macallan.
Our strategy of increasing brand-building investment ahead of brand growth delivered robust performances that reflect the health of the brand and the strength of consumer demand. The Macallan brand’s messages reached further last year and generated growth across a broad base of markets, with particularly strong performances in key markets including the USA, Russia, China, and in fast-growing emerging markets like Vietnam and Mexico.
Prestige expressions, including The Macallan Rare Cask and The M Decanter represent a growing proportion of the brand’s performance. Edrington’s international network has continued to develop strong relationships with the world’s finest hotels and restaurants. At the pinnacle of this programme are ‘spiritual home’ partnerships, venues that have worked with Edrington to offer consumers the perfect whisky experiences and access to expressions with limited availability such as The Macallan Fine and Rare collection.
Created exclusively for travel retail, The Macallan Quest Collection is now in 130 airports worldwide and has already generated significant increases in volume and value in the channel. The range tells the story of exceptional oak casks through a series of four whiskies: Quest, Lumina, Terra and Enigma.
This range pioneered new packaging that does justice to the extraordinary whisky inside the bottle. It also features enhanced brand protection features, including an anti-refill closure and anti-counterfeit technology.
In the coming year the new packaging will be introduced across the portfolio’s core range of Sherry Oak, Double Cask and Triple Cask malts, accompanied by a global marketing campaign that will engage more consumers and extend The Macallan’s renown as the world’s finest single malt.
