Creative collaboration: The Macallan celebrates Concept No. 3 expression with a striking Moodie Davitt makeover

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The Macallan is celebrating the travel retail-exclusive Concept No.3, expression with a digital makeover of The Moodie Davitt Report homepage during Virtual Travel Retail Expo week.

The Macallan Concept No.3 is the result of the brand’s remarkable collaboration with renowned American graphic designer David Carson. The single malt Scotch whisky launched initially at The Macallan boutiques in selected airports and in Hainan offshore duty free locations in July, before rolling out to the rest of Asia Pacific travel retail in August.

The Macallan Concept No. 3 is the third and final release in The Macallan Concept Series, a limited-edition range of annual whisky releases that combines the artistry and expertise of The Macallan’s whisky-making with creativity and culture.

The Macallan Concept No.3 was an unmissable recent addition to CNSC Sanya International Duty Free Plaza 
The Macallan Concept No.3 was also showcased with HPPs, wallbays, gondolas and lightbox advertising at CDF Mall in Haitang Bay

Concept No.3’s ambitious Hainan takeover was supported by an omnichannel campaign which ran from July to September. It featured a compelling digital activation, and ecommerce advertising on WeChat, Weibo and C-Trip.

The campaign also boasted powerful KOL partnerships, in-store retail promotions and a high-profile lightbox advertising campaign and pop-up in Haikou Meilan International Airport Departures Hall.

The premium pop-up was designed to capture the striking graphic design elements featured on the expression’s packaging. It mimics a gallery experience, blending the digital and physical realms, allowing customers to explore the latest collaboration.

The Macallan Concept No.3 pop-up took inspiration from the expression’s yellow colour palette
Fashioned like a gallery, the pop-up invited travellers to discover the creativity and artistry behind the latest collaboration

In July, The Macallan unveiled a striking shop-in-shop with China Duty Free Group at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. Located on the third floor of CDF Mall, the 34.6sq m shop-in-shop showcased Concept No.3 alongside a curated range of bottlings including special and limited editions.

Over 300 retail staff were trained for the ambitious and compelling launch in Hainan.

In addition, The Macallan also brought the Concept No.3 expression to life with an engaging digital activation that offered an original way for consumers to connect with the brand as international travel picks up. It comprised three principal elements that each offered a different insight into the world of Concept No.3 and the inspiration behind the whisky.

(Above and below) The store at CDF Mall celebrated the launch of The Macallan Concept No.3, which was available exclusively in The Macallan Boutiques and Hainan duty free locations through July

Fashioned as a 3D Linear Gallery, the virtual experience takes inspiration from Concept No.3’s vibrant creative expression in physical retail spaces. On arrival at the ‘Hall of Fame’ style gallery, consumers were encouraged to discover David Carson’s inspiration and motivation for working with The Macallan.

It also invited users to dive deeper into the three core pillars of Concept No.2 — Place, Mastery and Taste — via short and engaging videos. Afterwards, customers could experience the ‘Create Your Own’ app which leads them through a virtual walk through and personalisation journey that culminates with a tasting experience led by Whisky Maker Polly Logan. The Macallan Concept No.3 is also available for purchase on the digital platform via click & collect.

The Macallan has unveiled an unusual and engaging digital activation to support the launch of Concept No.3 which encourages users to discover their own inner artists
The Linear Gallery (click here to access) offers an original way for consumers to connect with the brand
The Macallan concept No. 3 was inspired by the shared outlooks and methodologies of graphic designer David Carson and The Macallan Whisky Maker Polly Logan

Creative Collaboration

The inspiration for Concept No. 3 came from Carson’s visit to The Macallan’s 485-acre estate in Speyside, Scotland, where he spent time with The Macallan Whisky Maker Polly Logan.

Their meeting brought a remarkable number of creative similarities to light and served as the inspiration for both the whisky and the bottle design.

Concept No. 3 features Carson’s striking handmade collage designs with some special references to his and Logan’s shared outlooks and methodologies. It also features the letter ‘P’ for Polly. The colour palette used in the bottle design reflects the same blue tones as the River Spey and the red hues of The Macallan’s sherry-seasoned oak casks.

Meanwhile, Logan took inspiration from Carson’s career to develop an unusually fresh whisky. The liquid boasts a distinctively Californian golden hue, paying tribute to the graphic designer’s time on the West Coast.

The expression was developed specifically to 40.8% ABV after both Carson and Logan discovered that eight was their respective favourite number. It was crafted to deliver complex sweet and spicy flavours from predominantly first-fill sherry-seasoned American oak casks, enhanced by European oak casks that add depth and richness. Its balance and freshness are achieved by specially selected refills and virgin oak casks.

On the nose, Concept No. 3 balances sweet notes of fresh pear and apricot with gentle oak spice, warm cinnamon, ginger, vanilla and sweet citrus. On the palate, it combines fresh apple and pear with oak spice and delicate herbal notes. It ends with a smooth, buttery and subtly sweet finish.

Digital displays all over the CDF Mall gave the travel retail exclusive expression vibrant visibility in Hainan

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