The Macallan and Veasey partner for TR editionsBy Kristiane Sherry
Edrington-owned single malt Scotch The Macallan has teamed up with British photographer Nick Veasey to launch The Macallan Classic Travel Range, a collection of limited edition, travel retail exclusive packaging designs.
Veasey, known for his x-ray photography work, has created a four images depicting classic modes of transport. A 1930s propeller plane, a 1930s roadster, a 1920s locomotive and a 1930s ocean liner feature on each of the four bottles, which contain The Macallan Whisky Maker’s Edition from the 1824 Collection.
The designs feature on both the outer pack and bottle label.
This latest launch is described as a “modern interpretation” of The Macallan Travel Series. First released in 1999, the collection focuses on the flavour of The Macallan from the 1920s, 1930s, 1940s and 1950s, with the outer packaging showing classic modes of transport from the “Golden Age”.
The Macallan Classic Travel Range will first be available at DFS Singapore Changi Airport.
“The launch of The Macallan Classic Travel range builds on our successful partnership with Nick Veasey and continues our rich history of association with photographers and the arts,” said Coral Gill, regional brand director for global travel retail.
“The collaboration with this widely acclaimed photographer is first and foremost underpinned by a shared passion for attention to detail and authenticity. Veasey’s unique approach has created a collectible limited edition that will resonate with consumers and drive rate of purchase. It has been designed to be undoubtedly special, but accessible – targeting collectors and gifting.
“In addition, the theme of classic modes of travel builds on the recent release of The Macallan Golden Age of Travel series, benefiting from a strong halo effect and giving the brand a consistent voice in the GTR arena.”
Brooke Supernaw, DFS Group’s senior vice president wines, spirits and tobacco, added: “We’re thrilled to partner with The Macallan to bring our customers this exciting new collection exclusively at DFS, Singapore Changi Airport.
“Nick Veasey’s stunning photography and The Macallan Whisky Maker’s Edition make a perfect pairing for lovers of both whisky and adventure, and we’re confident our customers will love discovering this new collection with us at DFS.”
The Macallan Classic Travel Range is available from July at DFS Singapore Changi Airport.
Earlier this year, The Macallan completed its Six Pillars Collection with a 65-year-old Scotch whisky – one of the oldest and rarest ever released by the distillery.