The Macallan Quest Collection, a travel retail-exclusive quartet of single malt whiskies, has made its global debut with DFS Group at Singapore Changi Airport. To mark the launch, brand owner Edrington has partnered with The Moodie Davitt Report on a major branding campaign via our home page this week.
Hailed as the most significant launch for The Macallan in nearly a decade, as reported the collection showcases distinctive sherry-seasoned oak casks used in whisky making across four expressions – Quest, Lumina, Terra and Enigma.
Moodie Davitt snapshot: The Macallan Quest Collection
– Comprises four single malt expressions
– Travel-shopping exclusive
– Available exclusively at DFS, Singapore Changi Airport from 1-31 January
– Launching in key global travel retail locations from 1 February
Travel Retail Prices (70cl/1 litre)
The Macallan Quest: US$64/US$80
The Macallan Lumina: US$100
The Macallan Terra: US$165
The Macallan Enigma: US$250
Source: The Moodie Davitt Report
The Macallan Quest Collection launched on 1 January at DFS stores across Singapore Changi’s four terminals, where it features as a global exclusive for one month. It will be released in other key global travel retail markets from February.
A giant ‘rotating bottle’ cut-out display highlighting the four expressions in a lit diamond-shaped glass showcase forms the centrepiece of the promotion.
Guided by sales advisors, travellers can also engage in a sensorial experience of the range at the ingredient turntable/scent bar. Food pairing and complimentary postcards are also offered to shoppers as part of the experience.
“The Macallan Quest Collection embodies the innovation, storytelling and dedication to quality which have made The Macallan such a powerful brand in the single malt category,” said DFS Group Senior Vice President of Spirits, Wine & Tobacco Brooke Supernaw.
“This partnership and exclusive launch are especially significant for DFS, as we continue our own quest to offer fresh, engaging and exciting experiences to delight travelling customers at our airport and downtown stores around the world.”
Edrington Commercial Director of Asia Travel Retail Marcelo Colombo added: “The Macallan Quest Collection marks the most significant launch for The Macallan in nearly a decade.
“It is therefore a fitting testament to the strong partnership with DFS, complemented by the travel retailer’s world-class stores across Changi Airport, that we have partnered together to launch this new collection exclusively.”
The Macallan Quest Collection was previewed in Singapore at a special event on 13-14 December. It was hosted by local actress and celebrity Nikki Muller and The Macallan Head of Education Sietse Offringa.
The event, aimed at building local consumer awareness and excitement ahead of the travel retail launch, gathered over 200 guests including influencers, press and key opinion leaders at creative hub The Mill.
The concrete space was transformed into a sensorial journey through four seasons, mapping out the exploration of flavour and texture through the range with each season.
Guests were taken through a tasting of The Macallan Quest Collection, progressing through the range from the “vibrant and fresh” Quest to the “rich and intense” Enigma.
Muller and Offringa explained the inspirations, journey points and personal quests that each whisky in the collection represents.
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.
Previewing the launch to industry partners in Cannes last October, Edrington Global Travel Retail Managing Director Igor Boyadjian said: “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.”
*Watch out for an interview with Edrington Global Travel Retail Managing Director Igor Boyadjian and Commercial Director of Asia Travel Retail Marcelo Colombo, coming soon.