Macallan charm could bag you a trip to Speyside
Edrington-owned The Macallan has launched a US-wide bar takeover, with three collectable glassware charms up for grabs.
The campaign, titled ‘A Month of Timeless Taste’, will run until 18 October and features bespoke cocktail journeys and immersive pairings.
The on-trade activation coincides with the Scotch whisky brand’s latest global campaign,‘You Know Me So Well.’ This initiative features a new visual identity for its Timeless Collections, created in collaboration with graphic designer David Carson.
The campaign revolves around a collection of limited edition glassware charms that have been crafted to ‘echo the spirit, provenance, and craftsmanship’ of The Macallan.
Those who order a drink at a participating bar will be able to discover three different charms: the Salmon, the Peacock, and the Horse.
The Salmon is a tribute to the River Spey and the Highland Estate, reflecting The Macallan’s ‘profound reverence’ for nature and provenance.
Meanwhile, the Peacock is intended to symbolise the brand’s ‘unwavering’ dedication to natural colour and uncompromising craft.
Finally, the Horse honours The Macallan’s connection to Jerez and its Sherry-seasoning legacy, which has been sustained through a long-term partnership with Bodegas Grupo Estévez and Valdespino.
Only three Horse charms will be released in the US, with the finders unlocking entry to an ‘exclusive chapter’ of The Macallan Society. This will provide access to some of the brand’s most exclusive experiences, including a journey to The Macallan Estate in Speyside and the Sherry bodegas of Jerez.
Alongside the charms, guests can enjoy a personalised flavour journey curated by bartenders.
Participating venues include Death & Co in New York; Langham in Chicago; and Nobu in Los Angeles.
Jaume Ferràs, global creative director for The Macallan, said: “‘You Know Me So Well’ is an invitation to rediscover The Macallan through a deeply personal lens.
“As we honour our 200-year legacy, this campaign marks an exciting new chapter. By merging our rich heritage with contemporary elements like collectable charms and personalised experiences, we are not only celebrating our history but also creating new rituals and connections with our consumers.
“This initiative reinforces our commitment to exceptional craftsmanship and honours the authentic stories that make The Macallan unique.”
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