The Macallan unveils 'striking new identity' for core range whiskies

Scotsman

2 days ago

Fans of The Macallan may notice something new about this in-demand brand, as the core range - Double Cask, Sherry Oak, and the Colour Collection - have a bold new look.
The team worked with long-term collaborator David Carson on the designs and creative director at The Macallan Jaume Ferras told us more.
Tell us about how and why the new designs came about?
The Macallan reimagines the visual identity of its Timeless Collections to honour its rich heritage while embracing a forward-thinking vision.
This new design, crafted in partnership with the renowned graphic designer David Carson – a long-standing collaborator for us – truly honours our rich heritage while embracing a forward-thinking vision. It's a celebration of the exceptional craftsmanship, creativity, and artistry that defines every single malt Scotch whisky we create.
How do they offer a refreshed, modern perspective and vision for the future for the brand?
The Macallan has never stood still and never will. Our refreshed identity is a heartfelt tribute to The Macallan's rich heritage, while powerfully embodying our ongoing commitment to innovation.
Every detail in the new design thoughtfully connects our whisky's origins with its future, truly reinforcing our dedication to unparalleled craftsmanship and captivating storytelling.
Tell us about the distillery-inspired bottle to symbols that decode cask influence and the crucial Sherry Triangle connection? How important was it to include these references?
You'll see this directly in the new bottle's distinctive shape, which was inspired by the sweeping green roof of The Macallan Distillery itself, forging an immediate link to our Estate.
Even the triangular shoulder label serves a dual purpose: it beautifully bridges our new Collections with our past, and, crucially, it represents Spain's Sherry Triangle – that famed Andalusian region, the very source of the exceptional sherry seasoned oak casks that give all three The Macallan Collections their entirely natural colour and incredible flavour.
The rear label designs incorporate a new cask type symbol, to highlight the contribution of flavour and aroma imbued from American and European oak casks.
How do these designs reflect past design work from Carson?
We collaborated with David Carson because his bold, intuitive design approach reflects The Macallan's dedication to craftsmanship and creativity.
Having previously worked together, David deeply understands The Macallan's heritage and connection to nature, making him the perfect choice to visually reimagine the Timeless Collections.
Do you foresee the older designs now becoming collectors items?
First and foremost, we craft our single malt to be enjoyed, and recognise that, while the majority of The Macallan releases are consumed, some individuals derive their enjoyment from collecting The Macallan for the future.
It does not need to be mutually exclusive at all, we have found that consumers of The Macallan can purchase our single malt for many reasons: to open and consume; through an interest in investment; collecting because of a passion for the brand or to build-up a whisky collection to take personal pride in for years to come. Gifting is also a strong purchase-driver in many parts of the world.
Any more future plans you can tell us about?
We have a number of exciting initiatives in the pipeline As The Macallan steps into its 201st year, we look back on two centuries of unparalleled craftsmanship and innovation with immense pride.
This isn't just an anniversary; it's a launchpad for the future, with even more extraordinary stories and expressions yet to emerge from The Macallan Estate in the next 200 years.