Edrington Global Travel Retail (GTR) has partnered with Dubai Duty Free on a month-long activation to mark the launch of The Macallan Concept Number 1.

As reported, this is the first release in a limited-edition series of The Macallan celebrating world visionaries. Concept Number 1 was inspired by the artists of the Surrealism movement.

Throughout December, the new expression was available exclusively at Dubai Duty Free locations at Dubai International. It is being rolled out globally as a travel retail exclusive from this month.

First launch worldwide: Dubai Duty Free was the first retailer to offer The Macallan’s new expression, Concept Number 1.

The Macallan Concept No. 1 is inspired by surreal art. Innovative production techniques have been used to create the single malt, Edrington said. Notably, the whisky is the first double-matured edition of The Macallan.

The company saidd: “While the industry typically finishes bourbon cask-matured whiskies in sherry casks, The Macallan Concept Number 1 is matured first in sherry-seasoned oak casks and then for an equal time in ex-bourbon casks.”

Concept Number 1’s visual identity centres on surrealist images created by Albane Simon.

The extensive launch event featured various activations, both digital and physical, which brought to life what Edrington describes as the ‘Six Pillars of The Macallan’.

These Pillars were reimagined in a surrealist fashion to match Concept Number 1’s distinctive visual identity. High-profile promotional activations featured eye-catching displays and augmented reality. One was located in Concourse C throughout December. A second will run throughout January at Dubai Duty Free stores in Concourse D.

The month-long launch event comprised a variety of activations around the airport. The campaign featured heavily in Dubai Duty Frees digital retail also.

Customers have the chance to win a trip to The Macallan’s distillery in Speyside, Scotland, by following @ddf_wines_and_spirits on Instagram and liking the Concept Number 1 post.

Edrington Travel Retail EMEA Managing Director Jeremy Speirs commented: “Dubai Airport offers the perfect platform to showcase the first release in The Macallan Concept series to a global audience. Dubai Duty Free is the ideal retail partner to bring to life this very different, surreal take on The Macallan.

“This launch highlights our ongoing commitment to delivering innovation and excitement in the global travel retail channel through a partnership-driven approach.”

Concept Number 1 is the first in a series of limited editions that represent an unusual approach to whisky maturation.

As reported, Dubai Duty Free marked its 35th anniversary on 20 December. Click on the link below for our special anniversary edition marking that milestone.