The Macallan, the world-renowned single malt Scotch whisky, has masterfully reimagined its Sherry Oak and Double Cask of Timeless Collections, introducing a striking new visual identity designed to resonate with today’s discerning connoisseurs in Macao and Hong Kong. This refreshed look, a collaboration with contemporary graphic designer David Carson, blends its heritage with a bold, forward-thinking perspective.
For over half a century, whisky drinkers across the two cities have looked to The Macallan for excellence. The SAR’s clientele is “highly sophisticated and some of the most demanding” by Jaime Martin, Managing Director of Edrington Hong Kong, Macao, Japan, and Korea – a strong testament to the local palate.
Honouring The Macallan’s sherry cask heritage
The new packaging unites tradition with a modern aesthetic, while the whisky inside remains unchanged – balanced, elegant, and refined. As Jaime explains, narrative was the driving force: “We wanted the packaging and the bottle to better reflect the sherry cask story of The Macallan.” This redesign is, at its heart, a celebration of The Macallan’s sherry cask heritage – where Jerez de la Frontera sherry wine infuses a rich and complex profile into European and American oak casks to produce The Macallan.
The creative vision for this new chapter was entrusted to David Carson, a celebrated graphic designer whose longstanding collaboration with The Macallan ensured a deep understanding of the brand’s story. David drew inspiration from a variety of sources, including how sherry wine and oak come together to influence The Macallan’s distinctive taste, to introduce an evocative new visual language for the collection.
[See more: The Macallan meets Twelve25: Scottish spirit, French soul]
The result is a bottle that tells an iconic story. The bottle itself reflects the brand’s origins. Its silhouette recalls the distinctive shape of The Macallan Distillery in Speyside, Scotland, and its sweeping, green roof, creating a powerful connection to the whisky’s home.
The triangular shoulder label further deepens the narrative. It links the new Collections with the old while symbolising Spain’s famed Sherry Triangle in the province of Cádiz. This is the sun-drenched Andalusian region, the source of The Macallan’s exceptional sherry-seasoned oak casks, which are paramount in shaping the natural mahogany colour and rich flavour of its expressions. The story of the oak itself is highlighted on the rear label, which incorporates a new cask type symbol. This elegant detail highlights the distinct contribution of flavour and aroma of both American and European oak casks.
“Like whisky, design is all about balance,” David says. “With The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit. Each detail, from the label designs to the bottle’s form, is a tribute to the mastery behind every dram.”
Innovation and sustainability in The Macallan
Beyond aesthetics, The Macallan’s new design integrates innovation tailored for today’s global market: enhanced traceability and authentication. The new bottles include anti-counterfeit technology, providing greater traceability through a unique QR code. This “scan-to-trace” feature offers immediate insight into the origins of the wood used to make the cask, and when it was made and bottled, providing peace of mind to the discerning collector.
[See more: The Macallan meets refined Chinese cuisine at Luna]
This forward-thinking approach aligns with The Macallan’s long-standing commitment to sustainability. “We own our own sawmills, our own cooperage to make the cask, and now our own vineyards.” shares Jaime. “ We essentially own the whole vertical process of the sherry cask all the way to the whisky. We’ve closed the loop. We’re the only ones that can do that.”
This level of control is rare, and it ensures that The Macallan continues its commitment to sustainability, Jaime explains. Since the end of 2021, The Macallan Estate has been carbon neutral across their direct emissions through a combination of measures like renewable energy and integrated land management projects.
“We were sustainable before sustainability was a trend.” This is reflected in the new packaging, which eliminates plastic stoppers in favour of responsibly sourced wood and utilises eco-friendly materials from the bottle to the box.
Recognising Macao and Hong Kong’s role as global trendsetters, The Macallan has made significant investments in creating immersive brand experiences within our cities. The avant-garde The Macallan House in Central, the captivating The Macallan Room at K11 Musea, and the highly anticipated relaunch of The Macallan Bar in Macao are more than just venues.
“For us, it’s the platform to enter into South China,” says Jaime. These spaces invite both seasoned enthusiasts and curious newcomers to engage with The Macallan’s world, deepening their appreciation for its craftsmanship and legacy.
Jaume Ferras, Creative Director at The Macallan, elaborates on the brand’s philosophy and the significance of the new designs: “The Macallan has never stood still and never will. This distinctive new identity offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks which contribute to the complex taste and flavour profiles in every bottle of The Macallan.”
For the savvy audiences of Hong Kong and Macao, this redesign is more than a new look; it is an invitation to trace a story of unparalleled craftsmanship and rediscover a legend, two centuries on.
Crafted without compromise. Please savour The Macallan responsibly.
