The new bottle design drawing inspiration from luxury expression The Macallan Rare Cask, modern design cues reflected in its innovative new distillery in Speyside,Scotland, and consumer feedback around making the whisky ranges easier to navigate.
The refined new look also coincides with the core portfolio being redefined into three ranges that simply reflect the types of cask used to mature The Macallan – Sherry Oak Cask, Double Cask and Triple Cask Matured.
The new design includes:
- A proprietary broad-shouldered bottle with a distinctive chevron cut that tapers toward the neck
- A clear color-coding system and icons to identify different ranges based on cask make-up
- Amplified collectability on the core premium ages by enhancing the wooden boxes for all expressions 25 Years or older by using real oak, reflecting The Macallan’s exceptional oak casks
- Expressions 18 Years or older feature new, elevated packaging and a heavier glass weight bottle with wider shoulders and larger base
- An anti-refill enclosure and anti-counterfeit technology to ensure that consumers are protected at the point of purchase
Sam Leotta, Senior Brand Manager, said: “With this bold new design, we are highlighting the extraordinary whisky inside the bottle as we show off its unmistakable characteristics, like all-natural color, which we at The Macallan and every whisky enthusiast worldwide really value. While the whisky remains unchanged, the new bottle can be displayed anywhere from a world-class bar to a bar cart at home, making the same lasting impression.”