Macallan aims to ‘break the norm’ with Concept seriesBy Amy Hopkins
The Macallan is to expand its global travel retail (GTR) offering with the launch of an experimental collection inspired by surrealism, which will kick off with the brand’s first double-aged whisky.
Within the Concept range will be an annual limited release that “centres around breaking the norm” with “innovative production techniques”.
The first expression in the range – Concept No.1 – is Macallan’s first double-aged single malt and has “flipped maturation on its head” by ageing the whisky in Sherry-seasoned casks first before moving to ex-Bourbon barrels. The whisky has spent the same amount of time in both barrel types, but Macallan has not disclosed the length of maturation.
For the limited release, Macallan set aside 68 casks, which is the equivalent of up to 84,000 bottles. Each bottling in the series will be a “one-off release”.
Igor Boyadjian, GTR director for Macallan’s parent group Edrington, said: “By ‘breaking the norm’, Concept No.1 reinforces our commitment to offering exciting products to travellers and we’re confident this fresh innovation will prove attractive to travellers and collectors alike.”
The new range features packaging inspired by surreal art and incorporates the brand’s ‘six pillars’ ethos. It also includes design elements that evoke The Macallan’s new £140 million distillery.
Bottled at 40% abv without an age statement, Concept No.1 will be available in Dubai Duty Free from 1 December before rolling out to selected GTR outlets in Asia, Australia, the Middle East, Europe and the Americas from January 2019. The whisky has an RRP of US$125.
The Concept range joins The Macallan’s Quest Collection in GTR. The Speyside single malt replaced its long-running GTR-exclusive range – the 1824 Collection – with Quest Collection at the start of this year.