The Macallan Quest Collection, a quartet of new single malt whiskies, launches this month in travel retail as a global first with DFS Group at Singapore Changi Airport.
It marks the biggest launch in more than a decade for The Macallan.
As reported, the new line (comprising 4 new expressions: Quest, Lumina, Terra and Enigma) will replace The Macallan 1824 Collection of Select Oak, Whisky Maker’s Edition and Estate Reserve. The Macallan Quest Collection makes use of sherry seasoned oak casks and explores a range of flavours and textures, noted brand owner Edrington.
The launch is being accompanied by a major messaging campaign that centres around the brand’s “pursuit of the world’s finest oak”. The video below depicts the spirit of curiosity, discovery and adventure that lies behind the brand, according to Edrington.
Watch out for a big online campaign in coming days from The Macallan Quest in partnership with The Moodie Davitt Report.
Speaking at the brand’s introduction during Cannes last year, The Macallan Master Distiller Nick Savage said: “The Macallan Quest Collection is a true homage to the extraordinary lengths taken by The Macallan and gives us the opportunity to reinforce the values rooted in the pure mastery of whisky-making.
“By creating this new range exclusively for global travel retail, we can tell a compelling story as well as present stunning, newly designed products across varying price points to appeal to a wide range of travelling consumers.”
Edrington Global Travel Retail Managing Director Igor Boyadjian commented at the time: “With the launch of The Macallan Quest Collection, we are giving travellers and The Macallan connoisseurs an entirely new range to explore, while delivering differentiation and excitement and continuing our commitment to crafting the ultimate luxury spirit.
“In a channel where consumer engagement is crucially important, The Macallan Quest collection has storytelling at its core – from the unique liquid to the bold and highly differentiated visual identity. We are looking forward to working closely with our retail partners to bring this new range to life in-store.”
Follow The Macallan Quest Collection sensorial journey at: #MacallanQuest