The Macallan plans to roll out a new look across its range of single malt whiskies from April this year.
The new bottle design – which takes inspiration from The Macallan Rare Cask and Rare Cask Black packaging – is broad-shouldered, with a distinctive chevron cut into the bottle as it tapers towards the neck. The outer packaging has also been updated and the new bottles also boast anti-counterfeit technology to ensure consumers are protected at point of purchase.
Glen Gribbon, marketing director, 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 bottles 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 resdesign comes as The Macallan refines its portfolio to showcase a whisky for every occasion. The Fine Oak range – launched in 2004 – will be renamed Triple Cask Matured. The whiskies are matured using ex-bourbon casks as well as American and European Sherry-seasoned casks. The renaming brings it in line with Sherry Oak and Double Cask.
Gribbon said: “We want to make it easy for our fans to select a whisky that is 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 are 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 global consistency, The Macallan 1824 series will be discontinued, and 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.
The company added that its Double Cask 12 years old has been a global success for the producer since its launch in 2016 and there are plans to release higher strength and higher age variants in the future.