The Macallan has launched a new interpretation of its Rare Cask Black edition to travel retail, in collaboration with acclaimed photographer Steven Klein.
The updated expression is set to build on the impact of the original launch last year. A channel exclusive, Rare Cask Black was introduced at selected airports only. It was drawn from a production line of less than 100 casks and limited to its initial production run, making it a genuine collector’s item.
A year on from its launch in travel retail, The Macallan Rare Cask Black has played a significant role in The Macallan’s growth in the channel, said parent company Edrington. It added that The Macallan Rare Cask Black is now the best-selling SKU in the single malt US$300+ category, emerging as “a strategic line for retailers looking to increase spend per passenger”.
With this new release, said Edrington, the brand has partnered with “master of visual ambiguity” Steven Klein, to reimagine the look of Rare Cask Black.
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Under the banner of The Macallan Masters of Photography franchise, Rare Cask Black is presented in a distinctive new presentation box featuring the provocative art work of Klein. The work previews a new project with the “rule-breaking” photographer and filmmaker, “where a moment in time is captured through his disruptive lens”, the company claimed.
[Note: Rare Cask Black signalled a radical departure from The Macallan’s traditional look when it appeared last year. The latest edition builds on the premium all-black presentation and strong visual identity of last year’s original. In support of the brand’s commitment to the travel retail channel, and neatly timed with Black Friday, we have turned our website black for 24 hours.]
Alongside this new expression, the limited edition of Rare Cask Black features what Edrington called the world’s first Ice Baller Double, which produces spheres of clear ice. Designed in partnership with USA-based ice experts WinterSmiths, the ice baller allows consumers to craft their own Macallan creations at home.
Edrington Global Travel Retail Managing Director Tellis Baroutsis said: “Rare Cask Black has clearly made its mark since launch last year. It has captured people’s imagination around the world with its distinctive look and unexpected flavour. By releasing a limited edition of Rare Cask Black, married with the challenging vision of Steven Klein and ‘at home’ ice baller, we believe this is a truly compelling combination.”
Bottled at 48% ABV and non-chill filtered, this edition of Rare Cask Black is limited to 5,000 bottle exclusively in global travel retail with a RRP of US$495. It is available from this month at a selected number of key airports, initially in Asia Pacific.
Commenting on the impact of Rare Cask Black over the past year, Baroutsis said: “We identified an opportunity to help our retail partners tackle several challenges while also filling a niche in The Macallan’s travel retail portfolio. By launching a radical product at a premium price point we sought to drive greater buoyancy in the Scotch market at a time when competition and price discounting was threatening the category.
“In Rare Cask Black we delivered a product to the channel which was truly differentiated on a number of fronts. Firstly, the liquid itself is like no other Macallan in travel retail and therefore offers something unique and compelling in the channel for consumers and collectors. Secondly, it has a striking visual identity which has helped it stand out on-shelf and fuelled a strong in-store presence and eye-catching promotional support.
“Finally, it has excelled at a premium price point not previously covered in The Macallan’s travel retail range and that was under-represented in the channel more generally. At a number of major hub airports Rare Cask Black is in the top five or ten liquor SKUs by value.
“This new iteration of Rare Cask Black recognises the continuous need for innovation. Even with Rare Cask Black continuing to perform excellently, we understand that retailers want to offer something fresh, distinctive and – in the case of an iconic brand like The Macallan – collectible.”
The launch of this new expression builds further momentum for The Macallan brand in travel retail. Last month it opened its first stand-alone boutique in travel retail in partnership with Ever Rich Duty Free at Taoyuan International. For the full story, click here.
Tasting notes: From 100% sherry-seasoned European and American oak casks (most of which are first fill) the malt shows an intensity of flavour from a thread of peat smoke, Rare Cask Black combines dried fruits, nutmeg, ginger and polished oak plus dates, figs and raisins, heavy but sweet. A dry smokiness reveals itself yielding to softer oak tones. The finish is long, fruity with an elegant wood smoke.
