Edrington Asia Travel Retail has hosted two exclusive events – The Macallan Diamond Dinners – previewing rare expressions of The Macallan ahead of DFS Group’s fourth Masters of Wines and Spirits event, taking place this week on 8 November.
Held in the Pollen restaurant at Singapore’s Gardens by the Bay on 19 and 20 August, The Macallan Diamond Dinners were attended by a selected group of VIPs from the two highest tiers of DFS’s Loyal T luxury rewards programme – Prestige Diamond and Prestige Ruby – as well as select members of the media.
Guests at the Diamond Dinners were given an exclusive preview of the ultra-rare expressions curated by Edrington for the 2014 Masters of Wines and Spirits, including The Macallan Masters of Photography: Elliott Erwitt Edition, as well as 1937 and 1949 vintages from the Macallan Fine & Rare Tantalus Collection with bespoke Whisky Companions and sets of four Lalique Crystal tumblers.
Only three sets of The Macallan Masters of Photography: Elliot Erwitt Edition featuring the full collection of 58 photographic prints are on sale to the public globally, making Masters of Wine & Spirits a one-of-a-kind opportunity for connoisseurs to own a collectable piece of whisky history, Edrington said.
“Through the Masters of Wines and Spirits series, and its Loyal T programme, DFS offers a fantastic platform for targeting elite consumers in the Asia region with ultra-rare expressions,” said Edrington Asia Travel Retail Managing Director Ryan Hill. “Working closely with DFS, we’ve been delighted with the success of our first ever Diamond Dinners event, where we’ve been able to present the very best qualities of The Macallan to a hand-picked group of whisky connoisseurs. We look forward to building on this momentum at what looks set to be the most exciting and diverse Masters of Wines and Spirits to date.”
DFS Group Director, Global Merchandising – Spirits Roberta Leung said: “We are incredibly excited about the Masters of Wines and Spirits, which showcases a collection of the world’s rarest and finest Champagne, wine and spirits, and represents the very best of our partnerships with the world’s most loved brands, such as The Macallan. This year, to our great delight – and our customers too – The Macallan has raised the bar again with the extraordinary Macallan Masters of Photography: Elliott Erwitt Edition.”
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The Macallan Diamond Dinners provided an intimate setting to introduce guests to The Macallan story, as well as offering them an exclusive preview of the ultra-rare expressions curated by Edrington for the 2014 Masters of Wines and Spirits |
The Diamond Dinners, hosted by Macallan Director of Fine & Rare Whiskies David Cox, provided Edrington with an intimate setting to introduce guests to The Macallan story and the Six Pillars which form the foundations of the brand’s identity.
Guests were also invited to experience an interactive engagement area featuring two displays. The first showcased the different woods from casks used in the ageing process – Spanish Sherry Oak, American Sherry Oak and American Bourbon Oak – and the second allowed attendees to experience the four scents that correspond to the dominant notes in The Macallan’s core travel retail range: Select Oak, Whisky Maker’s Edition, Estate Reserve and Oscuro.
Capping off the evening was a dinner menu from Michelin starred chef Jason Atherton, specially designed to demonstrate the food-pairing potential of travel retail exclusive expressions of The Macallan, Daido Moriyama and the new No. 6.
DFS Group will unveil its fourth annual Masters of Wines and Spirits collection in Singapore from 8 November. The event is a showcase for rare and fine wine, Champagne and spirits, and is described by DFS as “the most prestigious retail event of its kind in Asia”. Following its unveiling, the 2014 Masters of Wines & Spirits collection will be exhibited at DFS stores in terminals 1, 2 and 3 at Singapore Changi Airport as a part of a public showcase.
Hill continued: “The team worked in very close collaboration with the DFS group to hand pick a selected number of DFS’s elite Loyal T members from across Asia. Edrington Asia Travel Retail has a strong track record of luxury branding and this type of event allowed us to both present the very best qualities of The Macallan and get closer to our target consumers. The response to our private dinner events was excellent and we look forward to a very successful participation at the 2014 DFS Masters of Wines & Spirits [this week].”
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The interactive engagement area showcased the different woods from casks used in the ageing process, and also allowed guests to experience The Macallan’s core travel retail range |
