The Macallan brings a burst of colour to travel retail with dynamic global pop-up campaign

The Macallan, part of Edrington Group, is celebrating the travel retail-exclusive Colour Collection’s global launch with vibrant experiential activations in key travel retail locations globally.

The dynamic campaign represents a significant investment from Edrington Global Travel Retail and includes pop-ups, high-profile promotions and OOH media. According to the brand, the campaign was designed to drive awareness and recruitment through impactful storytelling and underlines its commitment to the channel.

The Macallan is running large-scale pop-ups at Hong Kong, Beijing Capital, Shanghai Pudong, New York John F. Kennedy international airports and most recently at Los Angeles International Airport.

The Macallan Colour Collection is a new range of exceptional whiskies exploring the brand’s commitment to delivering natural colour through maturation in sherry-seasoned casks.

It features a refreshed visual identity inspired by the distillery’s heritage and its spiritual home, The Macallan Estate. The designs were created by long-time The Macallan collaborator American illustrator/graphic artist David Carson and underline the brand’s connection to nature. Carson took inspiration from Jerez, where The Macallan’s sherry-seasoned oak casks are made.

The Macallan Colour Collection is made up of five age-statement single malt Scotch whiskies. The range spans all the colours of the whisky spectrum showcasing the natural hues derived from maturation. It begins with the golden oak-toned 12 Year Old, 15 Year Old, 18 Year Old and 21 Year Old, all the way to the burnished chestnut of the 30 Year Old.

The Colour Collection is crafted from predominantly sherry/American oak casks, which include a subtle touch of European oak. Deepening in colour with age, the range showcases the natural tones derived from maturation in The Macallan’s sherry-seasoned oak casks from Jerez de la Frontera, Spain.