Start by making only 467 bottles. Then make it available only at your distillery, your branded global travel retail boutiques, select bars and restaurants and “exclusive” retailers.
That’s the playbook The Macallan used in introducing The 1990 Edition, a new single malt whisky, into its iconic Fine & Rare Collection. Matured in a single sherry seasoned American oak butt cask for 30 years, The Macallan Fine & Rare 1990 marks the latest addition to the largest assembly of vintage-dated, single malt whiskies in the world.
With only 467 bottles available, Fine & Rare 1990 features the cask number, year of distillation and year of bottling printed on the label, while the age, strength and volume are all handwritten in keeping with the tradition that began when the collection was born. Each bottle is encased in an FSC certified European oak presentation box which also contains information on how to record a Vintage Macallan Fine & Rare bottle in The Macallan Vintage Bottle Register in Easter Elchies House, the spiritual home of the brand located on The Macallan Estate.