UAE. Edrington Global Travel Retail and Dubai Duty Free have collaborated in the exclusive launch of The Macallan Concept Number 2.

The Macallan Concept Number 2 is the second release in the travel retail-exclusive Concept Series, which fuses The Macallan’s whisky making with innovative art, music and culture.

Exclusive harmony: Edrington Global Travel Retail partners with Dubai Duty Free to launch The Macallan Concept Number 2

Concept Number 2 takes inspiration from the similarities in the creative approaches of crafting whisky and music and brings together The Macallan Whisky Maker Steven Bremner’s two passions: whisky and house music. It has featured since December at Dubai Duty Free stores at Dubai International Airport (DXB) Concourses A and D.

Striking a chord: The Macallan Concept Number 2 is inspired by the creative processes needed to make whisky and music

Promotions highlighted the synergies between house music and whisky and encouraged shoppers to craft their own house music and download the track via a QR code. Activations and increased in-store visibility will continue throughout January.

Activations at DXB encouraged interaction and offered shoppers the chance to make their own music

Edrington Managing Director EMEA Travel Retail Jeremy Speirs said: “The Macallan Concept Series has resonated strongly with global travellers, providing an eye-catching platform for consumer engagement and retail theatre.

“Given the success of Concept Number 1’s exclusive launch with Dubai Duty Free last year, we’re naturally delighted to partner once more to introduce the world of Concept Number 2 to Dubai Airport’s passengers.”

Highly visible promotions for The Macallan Concept Number 2 will continue throughout Janurary

Dubai Duty Free Vice President – Purchasing Sharon Beecham added: “The Macallan continues to build its reputation in travel retail not only as an iconic luxury spirit but one which is consistently presented in engaging and innovative formats.

“The global exclusive launch of The Macallan Concept Number 2 continues a strong track record of partnership between ourselves and the brand and delivers a truly differentiated experience to our customers at Dubai.”