UAE. The Red Collection, launched at The Macallan Boutique by Le Clos at Dubai International (DXB), has generated sales to date of over US$2 million – eclipsing all other launch campaigns in Le Clos’ history. It marks the latest chapter in a long-standing partnership between Edrington and the UAE-based luxury spirits & wines retailer.
| As reported, The Red Collection is a new series of rare single malt Scotch whiskies which pays homage to the significance of the colour red to The Macallan’s history and heritage.
The line-up is completed by rare, high-aged guest releases such as The Macallan 71 Years Old, The Macallan 74 Years Old and The Macallan 78 Years Old. These single malts are among the world’s oldest Scotch whiskies, with The Macallan 74 Years Old and The Macallan 78 Years Old being the oldest bottlings ever released by the brand. |
At the heart of collection is The Macallan 40 Years Old, The Macallan 50 Years Old and The Macallan 60 Years Old which are the oldest ongoing expressions ever offered by The Macallan.With international and Dubai-based collectors quick to secure their allocations of the new release, Le Clos said the launch’s success reinforced its standing as one of the leading global retailers of The Macallan.
The Macallan Boutique by Le Clos, located in Terminal 3 at DXB, has continued operations during travel restrictions and all phases of the COVID-19 pandemic.
The store recognised the need to pivot and change quickly, to have a stronger digital focus in order to service customers where possible through an online version of the Boutique.
Le Clos and The Macallan said online and direct marketing campaigns to VIP customers have delivered “outstanding” sales results during a very challenging period. Highlights over the recent months have included a resurgence in sales of The Macallan aged expressions and releases of the collectable Folio and Exceptional Cask series.
“With its unrivalled understanding of the luxury spirits consumer and track-record in providing a launchpad for some of The Macallan’s most premium and sought-after expressions, Le Clos has become a true authority on the brand, and its stores a must-visit destination” – Edrington Global Travel Retail Regional Managing director Jeremy Speirs
Edrington Global Travel Retail Regional Managing Director Jeremy Speirs said: “Having curated such a remarkable range of whiskies for The Red Collection it’s fitting that Le Clos is one of a few select retailers bringing its story to life at launch in The Macallan Boutiques.
“With its unrivalled understanding of the luxury spirits consumer and track-record in providing a launchpad for some of The Macallan’s most premium and sought-after expressions, Le Clos has become a true authority on the brand, and its stores a must-visit destination.”
Le Clos General Manager Ben Odgers commented: “Le Clos and The Macallan have enjoyed a great partnership, which was reinforced last year with the opening of The Macallan Boutique by Le Clos.
“We are delighted to have access to the Red Collection for our customers, as these are truly extraordinary expressions. During these unprecedented times to achieve such outstanding sales is a testament to the exclusiveness of the Red Collection, our partnership with The Macallan and the ongoing loyalty and support from our customers.”
Odgers noted the significant role The Macallan plays in the Le Clos portfolio. “We continue to work closely with them to bring our customers world class retail experiences both online and in-store,” he said.
“Our collaboration with The Macallan and mutual commitment to innovation has enabled The Macallan Boutique by Le Clos to be one of the go-to locations globally for The Macallan collectors and whisky connoisseurs.”
For the launch of The Red Collection, The Macallan has collaborated with celebrated Spanish painter and illustrator Javi Aznarez in the creation of an animated film. The animation is set to music recorded by Scottish violinist Nicola Benedetti, who is regarded as one of the world’s most influential classical artists.
