How do you update perfection? You give it a fresh coat of paint but keep the contents the same. The Macallan retains its popular whisky ranges but gives all of them a bold new look.
The new bottles sport broad shoulders at the neck with a distinctive chevron cut into the bottle. The design of the boxes have also been updated.
More importantly, each bottle also boasts an anti-refill enclosure (so that unscrupulous dealers won’t be able to refill an empty bottle with counterfeit liquor) and anti-counterfeit technology. When you buy The Macallan whisky, you know that you’re getting something genuine.
Glen Gribbon, Marketing Director at The Macallan said, “With this bold new design we want to do justice to the extraordinary 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. In addition, we have invested thousands in developing anti-refill and anti-counterfeit technology to help protect consumers.”
The Macallan has also renamed its Fine Oak range. First launched in 2004, it will now be called Triple Cask Matured. The move is to bring it in line with its Sherry Oak and Double Cask lines, and the idea is that it makes it easy for consumers to choose the particular cask – one, two or three – types they prefer.
“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 TheMacallan across a variety of occasions,” said Glen Gribbon.
The new design and name change will be rolling out in June 2018 in Singapore.