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Peated Macallan makes Middle East debut

Edrington has extended the availability of its peated Macallan expression – Rare Cask Black – to travel retail channels in the Middle East.

The Macallan has launched a “key activation” in Israel to celebrate the launch of its peated expression in Middle East travel retail

The travel retail exclusive, crafted from less than 100 predominantly first fill, Sherry seasoned European and American oak casks, was first unveiled in September last year.

It includes whisky from the few casks of peated Macallan available.

Brand-owner Edrington has now launched the Macallan Rare Cask Black in Lebanon, Dubai, Qatar and Israel, where a “key activation” has been installed in Ben Gurion Airport, Tel Aviv.

A 360-degree bar has been built in the airport to give travellers the opportunity to taste whisky, along with other bottlings in The Macallan’s range.

A small photo booth features in the activation area that can capture the visitor’s portrait. The consumer can the then press a ‘click and share’ button to be entered into a draw to win one of five free bottles of Rare Cask Black, worth US$450 each.

“We were inspired by the elegance and charisma of Rare Cask Black and saw an opportunity to create a personal activation that passengers could enjoy and share with friends, set within the traditionally impersonal airport environment,” said Florence Chevallier, regional travel retail manager for Edrington Fix Middle East.

The activation will take place throughout January. Peter Allison, brand ambassador for The Macallan, visited the activation this week to offer personal sampling sessions with travellers.

“Rare Cask Black is an intriguing addition to the already revered Macallan 1824 Masters Series, and exemplifies the obsession for quality that The Macallan is known for,” he said.

“Israel represents an exciting platform from which to launch; the interesting mix of shoppers from Israel, Russia, USA and Europe offers us the challenge of unifying this crowd around the soul of Rare Cask Black with an innovative and stand-out launch.”

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