The Macallan 1824 Series ditches age for colour

11th September, 2012 by Becky Paskin

The Macallan is to release a new four-part range of Scotch whisky, The Macallan 1824 Series, which is discerned by the colour of the liquid rather than age.

The Macallan 1824 Series

The Macallan 1824 Series is defined by the colour of each expression, rather than an age statement

The Series will launch this September in the UK with the release of The Macallan Gold, an ageless single malt whisky matured in both American oak and Spanish oak Oloroso sherry casks.

The Macallan Gold, a 40% abv whisky which has aromas of candied orange, sherbet, vanilla and toffee, with flavours of orange peel, caramel, sultanas and baked apples, will replace The Macallan’s 10 Year Old permanently as the brand’s entry level whisky.

The Series as a whole will also replace The Macallan’s fine oak and sherry oak expressions from 10 Year Old to 17 Year Old, making the 18 Year Old the youngest whisky in its portfolio with an age statement.

The Series, claims Joy Eliot, The Macallan brand ambassador, helps communicate two of The Macallan’s core themes: colour and wood.

“Part of why we are doing this, is all about colour,” she said. “The Macallan doesn’t add any spirit caramel to its whisky. Instead we use a range of woods to define our range of colours.”

The Macallan Gold will only be available in the UK and Canada and will carry an RRP of £35.

The rest of the range however will be shipped to around 50 markets worldwide, including core European markets and emerging markets such as Brazil, Vietnam and Mexico. Asia Pacific will receive the Series in one to two years’ time.

The rest of the Series, which have been matured for either longer or in a wider range of casks, consists of:

Amber: Another 40% abv whisky with an RRP of £45, which will be available in France in October.

Sienna: A 43% abv whisky with an RRP of £75 that will be available in global markets from April

Ruby: The premium product in The Macallan 1824 Series, which carries an RRP of £120 and an abv of 43%.

With the absence of age statements, The Macallan has designed the packaging of the Series to reflect the colour, flavour and price point of each whisky.

The Macallan 1824 Series is separate to The Macallan 1824 Collection that is currently exclusively available in global travel retail. Elliot added that the Series may come to be known as ‘The Colour Range’ in time.

One Response to “The Macallan 1824 Series ditches age for colour”

  1. Toby says:

    They will NOT replace the fine oak and sherry series with ages. This is a rumor, spread by some selfclaimed “experts”. Macallan is No.3 in the world of Single Malts, mostly because of the well known Sherry oak series. This would be non-profitable bullshit and Macallan themself (or the Edrington group) never stated something like you said in this article. What are your sources?
    Even though the Asian market has a strong demand for Macallan Spirits it wouldn’t make sense in any way to just cancel the production of what Macallan IS famous for.

Leave a Reply

If that's interesting, how about these?

New Zealand distillery to launch single malt

New Zealand’s Cardrona Distillery is set to open in October this year, more...

Top 10 new American whiskey brands

At the same as some American whiskey distillers are launching brand extensions more...

Copper & Kings in 'sonic ageing' brandy experiment

The Kentucky-based distillery is undertaking a “sonic ageing” experiment more...

Tomatin unveils two cask-focused releases

Tomatin has announced two new releases: Contrast, a limited edition pack more...

Southern Comfort launches summer campaign

Southern Comfort has launched the #TanYourLemonade summer campaign to raise more...

Bacardi rum creates new global VP role

Bacardi has promoted Fabio Di Giammarco to the new role of global vice more...

Balcones to bring new whiskeys and rum to UK

Texas distillery Balcones is readying to bring a series of new whiskeys and rum more...

Master of Malt launches DIY cocktail ageing kits

Master of Malt has expanded its range of DIY spirits ageing kits to include one more...

Indiana distillery unveils Metze's Select Bourbon

Indiana-based distillery MGP has unveiled Metze’s Select, a new limited more...

Social media survey inspires Sauza campaign

Sauza Tequila has launched new campaign "Pitcher Perfect Picture" after a more...

Bacardi marks 20 years of flavours with Tangerine bottling

Bacardi has introduced a Tangerine variant to its flavoured rum range as the more...

Woodford Reserve: a brand history

Woodford Reserve, while being a relatively new brand, has a long heritage that more...

The week in pictures

You'll find an eclectic mix of bitesize news snippets in our week in pictures more...

Caribbean rum range launches in Barbados TR

Concept store The Caribbean Rum Collection has been launched in Grantly Adams more...

The week in pictures

While Justin Timberlake promotes his Tequila on the golf course, a Royal horse more...

G&T beats Pimm's as UK favourite summer sip

Gin and tonic has beaten Pimm's as the UK’s favourite spirit-based drink this more...

Quintessential unveils Thomas Dakin Gin

Quintessential Brands has launched a new small batch gin named after the more...

The Macallan brings Rare Cask edition to UK

The Macallan Scotch whisky has introduced a new expression called Rare Cask to more...

Balblair introduces single cask offer

Balblair is offering key customers the opportunity to purchase single casks for more...

Top 10 Scotch whisky distilleries to visit

Scotch whisky distilleries may be in the midst of a tourism boom, but which more...