THE MACALLAN REIMAGINES ITS TIMELESS COLLECTIONS

THE MACALLAN REIMAGINES ITS TIMELESS COLLECTIONS THROUGH A NEW EXPERIENTIAL CONCEPT HONOURING WHISKY MASTERY AND SHERRY SEASONING

Conceptualised through the artistic lens of graphic design visionary David Carson, the new brand image draws upon symbols representing The Macallan’s first 200 years and unites them with a vision of the future
The new identity will be seen across The Timeless Collections – comprising Double Cask, Sherry Oak and Colour Collections – which define The Macallan’s taste, quality and dedication to crafting incomparable single malt Scotch whiskies
The Macallan celebrates with a new experiential concept – The Macallan 360 – a place of storytelling, mastery and a celebration of nature’s rhythm

The Singapore EDITION Hotel, 17^th to 19^th October 2025: Renowned worldwide for its extraordinary single malt Scotch whiskies, The Macallan has reimagined its Double Cask, Sherry Oak and Colour Collections with a striking new visual identity, created by acclaimed designer David Carson.

Delicately blending the rich heritage and artistry of The Macallan with a forward-thinking outlook, the new designs offer a refreshed, modern perspective and vision for the future that celebrates the brand’s peerless craftsmanship and creative mastery.

Although the visual identity has evolved, the whisky remains the same unmistakable taste for which The Macallan is renowned – balanced, elegant and refined.

A longstanding collaborator with The Macallan, acclaimed contemporary graphic designer David Carson drew inspiration from a variety of sources, including how sherry wine and oak intersect to influence The Macallan’s distinctive taste, to create the evocative new vision for the Timeless Collections:

The distinctive shape of The Macallan Distillery and its sweeping green roof informed the new bottle design, showcasing a direct connection between the brand packaging and The Macallan Estate
The triangular shoulder label links the new Collections with the old and represents Spain’s Sherry Triangle – the Andalusian region famed for its sherry wine production, and the source of The Macallan’s exceptional sherry seasoned oak casks, which influence the entirely natural colour and flavour of all three Collections
Rear label designs incorporate a new cask type symbol, to highlight the contribution of flavour and aroma imbued from American and European oak casks
Enhanced consumer engagement through continued investment in world-leading anti-counterfeit technology to provide greater traceability, while also providing further insight into the expression through a unique QR code

Three Collections, One Signature:

The harmonious relationship between sherry wine and oak remains at the core of each expression, shaping the taste of the whisky in exemplary ways.

Double Cask Collection: Crafted with an exquisite balance of European and American oak casks seasoned with sherry wine in our bodegas in Jerez de la Frontera, the Double Cask Collection is an homage to The Macallan’s exceptional sherry seasoned oak casks and the extraordinary story of their creation: a journey that takes more than a hundred years and spans thousands of miles, from the forests of two continents to our vineyards in southern Spain. This smooth and creamy single malt features fresh fruits, toffee, and a balance of sweetness from the American oak, along with soft spices and dried fruits from the European oak. As it ages, the complexity deepens, revealing baked fruits and soft spices.

Sherry Oak Collection: Shaped by our sherry seasoned European oak casks, transforming robust new make spirit into rich, complex single malts. These whiskies, with natural mahogany hues, feature interlocking notes of dried fruits and ginger and a deep wood spice that intensifies with age. This collection represents the depth and intricacy of The Macallan’s heritage.

Colour Collection: Characterised by American oak casks seasoned with sherry wine from Jerez de la Frontera, resulting in a natural spectrum of golden hues. This collection features a fresh and vibrant single malt with notes of citrus fruits and vanilla, with tropical fruit flavours becoming more pronounced in the older expressions. First launched in 2023 under the visual direction of Carson, the Colour Collection paved the way for the current redesign – inspired by his idiosyncratic design philosophy – across the wider Timeless Collections.

Jaume Ferras, Creative Director at The Macallan, said: “The Macallan has never stood still and never will. This distinctive new identity offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks which contribute to the complex taste and flavour profiles in every bottle of The Macallan.”

David Carson, celebrated graphic designer whose artistic vision informed the redesign, said: “Like whisky, design is all about balance – with The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit. Each detail, from the label designs to the bottle’s form, is a tribute to the mastery behind every dram.”

In addition to the creative campaign, The Macallan invites guests to step into The Macallan 360 – an immersive experience where every detail is intentional, and every element tells a story. Happening in The Singapore EDITION Hotel from 17^th to 19^th October 2025.

At its heart, the number 360 is rich with meaning:

3 represents The Macallan’s three reimagined collections, each rooted in the art of sherry seasoning and crafted to narrate a distinct chapter of The Macallan’s legacy
6 echoes the Six Pillars — the foundational principles that define the brand’s unwavering commitment to craft, character and excellence
0 symbolises wholeness, the cyclical beauty of nature, and The Macallan’s eternal pursuit of perfection

This reimagining of The Macallan’s Timeless Collections is a bold statement within the brand’s wider creative campaign, celebrating two centuries of mastery and the sherry seasoning story, while embracing a future shaped by innovation and storytelling. Through the lens of David Carson’s design philosophy and the immersive experience of The Macallan 360, the campaign unites heritage, artistry, and nature’s rhythm into a cohesive narrative. Each element—from the bottle design to the experiential concept—serves as a chapter in The Macallan’s evolving story, reinforcing its commitment to excellence and its enduring role as a pioneer in the world of single malt Scotch whisky. Its theme is all around – Sherry – the thread that connects every element of our story and craft—the lifeblood of The Macallan—shaping its character from vineyard to glass. As David Carson says “Savouring The Macallan is like decoding a piece of art” with each sip revealing layers of craftsmanship, history, and emotion, inviting the drinker to engage with the whisky as they would a masterpiece.

Availability of the expressions from across The Macallan’s reimagined Timeless Collections will be phased across 2025 and further information is available on www.themacallan.com/en