Travel Retail Highlights
The Macallan underlines sustainability credentials
The Macallan has launched a travel retail-exclusive expression called The Harmony Collection Fine Cacao. It is the first in a limited-release series of single malts that will see the brand progress its journey towards sustainable packaging. The Harmony Collection Fine Cacao follows the release of The Harmony Collection Rich Cacao for domestic markets in 2021. The line retails at US$160 and will be available in The Macallan boutiques in selected international airports, starting with Lotte Duty Free at Singapore Changi Airport from this month. A global roll-out will follow in other key travel retail hubs from June. Brandowner Edrington celebrated the launch from 2 May with a suitably themed homepage makeover of The Moodie Davitt Report.com. The limited-edition collection was inspired by nature and comes in sustainable packaging made from recycled cacao husks.
The launch is supported by a sustainable retail experience. A first for The Macallan, the experience minimises waste, carbon emissions and the use of non-renewable sources. The retail concept uses circular design principles that extend the product life cycle. The concept’s displays are made with 95% sustainable materials. Of the displays, 80% are recyclable and 100% can be dismantled and reused for future activations. Edrington Global Travel Retail Regional Managing Director Jeremy Speirs said: “Travel retail-exclusives have been a bedrock of our success in the channel – allowing us to showcase our creativity, innovation and heritage to global shoppers in new and exciting formats. “With the launch of The Harmony Collection Fine Cacao, we shine a light on our standout collaboration with the Roca Brothers [the youngest of the Roca brothers of famed patisserie El Celler de Can Roca – Ed] while also demonstrating our sustainability credentials and the steps we are taking to help consumers make more environmentally friendly choices in travel retail.” For more on this story of product innovation and sustainability, click here.
The Moodie Davitt eZine Issue 310 | 6 May 2022
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