Macallan 1824 Series discontinued as new design arrivesBy Nicola Carruthers
The Macallan has discontinued its 1824 Series, at the same time as launching a “bold” new design across its range of single malt whiskies.
The redesign has been created to showcase The Macallan as “a whisky for every occasion” following feedback from consumers.
The new-look bottle, which takes inspiration from The Macallan Rare Cask and Rare Cask Black packaging, is broad-shouldered with a chevron cut towards its neck.
It also features an anti-refill enclosure and anti-counterfeit technology.
To maintain “global consistency” around the cask-focused portfolio, The Macallan 1824 Series, first launched in 2012, will be discontinued.
The Macallan Gold will become part of the Double Cask range and will be renamed Double Cask Gold. The Macallan Amber and Sienna expressions have been removed from production.
Brand owner Edrington said that there are also plans to release higher strength and higher age variants of The Macallan 12 Year Old Double Cask in the future.
The Fine Oak range, which first launched in 2004, will be renamed Triple Cask Matured to bring it in line with Sherry Oak and Double Cask.
Glen Gribbon, marketing director at The Macallan, said: “With this bold new design we want to do justice to the extraordinary whisky inside the bottle which, of course, is what we at The Macallan and every whisky fan worldwide really cares about.
“We think the new bottle looks as good in a world-class bar as it does on a table at home being shared with friends. In addition, we have invested thousands in developing anti-refill and anti-counterfeit technology to help protect consumers.
“By consolidating our core range to Sherry Oak, Double Cask and Triple Cask Matured we’re able to highlight the variety of whisky coming out of our distillery and also to encourage new and existing fans to try The Macallan across a variety of occasions.”
The new design will be rolled out globally from April.
In October last year, The Macallan replaced its separate 1824 Collection in global travel retail with a completely new no-age-statement range called Quest Collection.
The Macallan’s new £100m distillery will become fully operational later this year.