Macallan 1824 shelved for Quest Collection in TRBy Amy Hopkins
The Macallan is to replace its 1824 Collection in global travel retail with a completely new no-age-statement range – marking the brand’s most significant launch in the channel in 10 years.
The Macallan Quest Collection has been created exclusively for the GTR channel to showcase the Edrington-owned brand’s Sherry cask programme and offer drinkers an “exploration” of flavour.
From January 2018, it will replace The Macallan 1824 Collection, which includes the Select Oak, Whisky Maker’s Edition and Estate Reserve bottlings. The Macallan 1824 Collection has been the brand’s exclusive GTR offering for the last 10 years. The 1824 Collection is separate to the 1824 Series in domestic markets.
Quest Collection was first unveiled at the TFWA World Exhibition & Conference in Cannes last week, where Scott McCroskie, managing director of The Macallan, said: “This demonstrates our commitment to travel retail as a channel.”
The first whisky in the range, The Macallan Quest (40% abv), has been created using four different cask types: European and American oak Sherry seasoned, American ex-Bourbon and hogshead casks. It is priced US$64 for a 70cl bottle.
The Macallan Lumina (41.3% abv) uses three casks: European and American oak Sherry seasoned and hogshead casks, and has an RRP of US$100.
The third expression, The Macallan Terra (43.8% abv), has been aged exclusively in first-fill Sherry casks and is priced at US$165.
The Macallan Enigma (44.9% abv) is described as the “pinnacle” of the range. The whisky, priced at US$250, has been matured exclusively in first-fill Sherry butts.
“For this character-led range, the liquids are phenomenal,” said Nick Savage, master distiller for The Macallan. “It’s succinct and coherent and we can tell the Macallan story through the casks we have used.”
The Macallan Quest Collection will be presented in entirely new packaging, both bottle and carton.
The range will also feature ‘tamper evident’ closures, which create a visual sign of tampering. The closures will be rolled out across the rest of The Macallan’s range at a later date.
According to McCroskie, The Macallan will launch localised TR versions of Quest Collection in the future.