The Macallan has unveiled a new look for its range of single malt whiskies that will roll out from April.
Taking inspiration from The Macallan Rare Cask and Rare Cask Black packaging, the new bottle design is broad-shouldered, with a chevron cut into the bottle as it tapers toward the neck. The outer packaging design has also been updated. The new bottles feature an anti-refill enclosure and anti-counterfeit technology.
The redesign comes as The Macallan, following feedback from customers and consumers, refines its portfolio to “showcase a whisky for every 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 brings it in line with Sherry Oak and Double Cask.
To ensure global consistency around the cask-focused portfolio, The Macallan 1824 series will be discontinued. 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 global success for the brand since launching in 2016 and there are plans to release higher strength and higher age variants in the future.
“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,” said Glen Gribbon, Marketing Director at The Macallan.
“In addition, we have invested thousands in developing anti-refill and anti-counterfeit technology to help protect consumers.”
