The Macallan’s striking new look across its range of single malt whiskies has been rolling out on a global scale since April. Taking cues from The Macallan Rare Cask and Rare Cask Black packaging, the new bottle design oozes masculinity, with a unique chevron cut into the bottle as it tapers toward the neck.
Glen Gribbon, Marketing Director at The Macallan said: “With this bold new design we want to do justice to the astounding whisky inside the bottle which, of course, is what we at The Macallan and every whisky fan worldwide really cares about. We think the new bottle looks as good in a world-class bar as it does on a table at home being shared with friends”.
The redesign comes as The Macallan, following feedback from its customers, polishes its portfolio to showcase there’s always a whisky for any occasion.
The Fine Oak range – launched in 2004 and matured using ex-bourbon casks as well as American and European Sherry-seasoned casks – will be renamed Triple Cask Matured. This renaming inducts it in line with Sherry Oak and Double Cask.
Glen Gribbon commented, “We want to make it easy for our fans to select a whisky that’s right for them. What could be simpler than one, two, or three cask types? By consolidating our core range to Sherry Oak, Double Cask and Triple Cask Matured we’re able to highlight the variety of whisky coming out of our distillery and also to encourage new and existing fans to try The Macallan across a variety of occasions.”
To ensure worldwide consistency around the cask-focused portfolio, The Macallan 1824 series was put to a halt. The Macallan Gold will be brought into the Double Cask range as Double Cask Gold and The Macallan Amber and Sienna are removed from production. Double Cask 12 years old has been a phenomenal feat for The Macallan since launching in 2016 and there are certainly plans to release higher strength and higher age variants in the future.