UAE. Edrington EMEA Travel Retail and Le Clos – the Dubai-based fine wine and luxury spirits retailer – will open The Macallan Boutique at DXB (Dubai International). It is the first in a series of new retail openings for the leading single malt brand and will be the first-ever permanent, monobrand luxury spirits boutique at the airport.
The Macallan Boutique design draws heavily from the The Macallan Estate, including the new £140 million distillery and visitor centre in Speyside, unveiled in June 2018. Along with a strong focus on consumer engagement and storytelling, the boutique will also feature exclusive products.
The opening extends the long-running partnership between Edrington and Le Clos. They said: “Characterised by a joint commitment to customer experience, premiumisation and luxury retail excellence, the partnership has consistently driven consumer engagement and standout sales growth, with a number of highlights over the past few years including multiple world-record sales in travel retail. The most notable and recent example being the world record sale of two rare bottles of The Macallan 1926, with labels commissioned by artists Sir Peter Blake and Valerio Adami, which made headlines around the world when they were purchased by a private collector for US$1.2 million.”
Edrington Managing Director EMEA Travel Retail Jeremy Speirs said: “Our ongoing collaboration with Le Clos has seen DXB become one of the go-to locations globally for The Macallan collectors and whisky connoiseurs. It is therefore fitting that we will partner – in close collaboration with Dubai Airports – to deliver the ultimate expression of the brand in travel retail, The Macallan Boutique.”
MMI Group Chief Executive Officer Andrew Day added: “Le Clos, The Macallan and Dubai Airports have enjoyed an outstanding, record-breaking partnership, culminating with our recent world-record sale of US$1.2 million. Le Clos recently celebrated its 10th year of award-winning operations at Dubai International, and we are delighted to announce the next chapter in our history with the creation of a world-first stand-alone ‘The Macallan Boutique by Le Clos’.
“The Macallan has played a significant role within our portfolio and it is testament to our leadership in luxury travel retailing that we will bring this amazing brand to life on a truly global stage at DXB.”
Dubai Airports Executive Vice President, Commercial Eugene Barry said: “We welcome The Macallan Boutique, an extension of our longstanding partnership with Le Clos and a first for the region, and look forward to the impact a great brand collaboration like this will bring to travellers’ experience at DXB.”
Click here for an exclusive interview with Edrington Global Travel Retail Managing Director Suzy Smith, who previewed the opening of the brand’s boutique environments in the channel earlier this month.