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?

Cocktail created in honour of Olympic medallist

A café in Uttoxeter, Staffordshire, has launched a cocktail in celebration of more...

IWSR reveals key global drinks trends

From health conscious consumers to cross-category experimentation, these are more...

Top 10 whisky 'hybrids'

As the world of whisky begins to play with the prospect of serious innovation, more...

Writers Tears debuts single malt

Walsh Whiskey Distillery has released Writers Tears Red Head Single Malt, a more...

BenRiach and GlenDronach expand ranges

The BenRiach Distillery Company, recently acquired by Brown-Forman, has more...

Top 10 unusual whisky cask finishes

From herring barrels to maple syrup containers, SB has sorted through more...

Beam Suntory launches 10YO Bowmore in TR

Beam Suntory Global Travel Retail (GTR) is following up its acclaimed Devil's more...

Maxxium introduces Maker's Mark 46 to the UK

Maxxium UK has extended its Bourbon offering with the launch of Maker's Mark more...

Wenneker Swizzle Masters Art Deco Cognac finalists

This month’s Wenneker Swizzle Masters round transported bartenders back to more...

Tomatin releases cask maturation trio

Highland Scotch malt whisky distillery Tomatin has launched a collection of more...

BeringIce vodka partners with Goodwood

Swiss vodka brand Beringice has partnered with the Qatar Goodwood Festival to more...

BenRiach releases 12 single cask whiskies

The BenRiach Distillery Company, owned by Brown-Forman, has released 12 single more...

Opihr World Adventure 2016 picks up pace

The annual Opihr World Adventure Cocktail Competition has attracted a strong more...

Kavalan takes over Times Square billboards

Taiwan whisky producer Kavalan Distillery is currently promoting its single more...

Speyside event waives fee for distillery namesakes

Spirit of Speyside: Distilled will waive its entry fee for visitors who share a more...

Douglas Laing releases Timorous Beastie 40yo

Douglas Laing & Co has expanded its Highland blended malt range Timorous more...

Edinburgh whisky distillery plans approved

Edinburgh is set to welcome its first single malt whisky distillery in more more...

Top 10 whiskies with strange backstories

Mythical beasts, beloved pets and bacon-flavoured cocktails are just a few of more...

Three Ships intros 10YO limited edition

South African-based brand Three Ships Whisky has launched the limited edition more...

Strathearn Distillery to auction first whiskies

Perthshire-based Strathearn Distillery, one of the smallest distilleries in more...