Super Premium

The Macallan

Igor Boyadjian
"With The Macallan established as the world's most valuable single malt, we have continued to invest behind every aspect of the brand."
Igor Boyadjian
Managing Director, The Macallan

In its biggest ever year, The Macallan grew both volume and value, while strengthening its global equity with continued investments behind every aspect of the brand.

It is an incredible privilege to become one of the custodians of The Macallan, particularly in the year when we opened our new distillery and brand home on Speyside.

This magnificent asset sits at the heart of both The Macallan Estate and our future plans for the brand and will allow us to build a unique experience that brings the past and future together, blending nicely our unique heritage and legacy with a forward-looking confidence and creative mindset. It showcases The Macallan’s exceptional craftsmanship, creativity and commitment to excellence. Most important of all, the new distillery continues to make spirit of the peerless quality and character that set The Macallan apart.

With The Macallan established as the world’s most valuable single malt, we have also continued to invest behind every aspect of the brand, from whisky and warehousing to The Macallan’s signature sherry-seasoned oak casks and premium packaging that sets a new standard for spirits.

Our first ever global consumer communications campaign, Make The Call, was launched and is successfully introducing The Macallan to a new generation of consumers, growing popularity and awareness for the brand with a new audience. We are at the same time investing in new direct to consumer strategies in fast-growing markets across the globe.

Beyond the financial results, what is even more pleasing is that research on the strength of our brand demonstrates positive trends in almost every market, providing once again confidence for the future.

Innovative new editions have played an important role in building the brand and telling its story, marked by the launch of Edition 4, Concept Number 1, Exceptional Single Cask and Genesis. To celebrate the opening of our new distillery our whisky making teams reached deep into our warehouses to produce our oldest ever expression, a magnificent The Macallan 72-year-old.

Our key city strategy is delivering brilliant consumer experiences, led by our 76 ‘spiritual homes’, a worldwide network of hotels, restaurants and bars in 35 of the world’s leading cities, which have a deep-rooted, natural affinity with The Macallan.

Lastly, in the important travel retail channel, following the successful launch of our Quest collection, and in a continued effort to fuel our premiumisation strategy, The Macallan is planning to open a series of boutiques, raising the bar of our retail execution and shopper experience.

It was an exceptional year for this truly magnificent House, the biggest ever, and we will continue our relentless focus to Perfect The Macallan as we embark on our new strategy.