Macallan chooses HK for flagship launch29th August, 2013 by Patrick Schmitt
The Macallan introduced a new flagship decanter in Hong Kong called The Macallan M on 30 May.
The packaging has been produced in collaboration with crystal makers Lalique and designer Fabien Baron and just 1,750 crystal decanters of M, each engraved with its own individual number, have been released worldwide at a price of US$4,500 (HK$34,900).
The product was unveiled at the Hong Kong Convention and Exhibition Centre where over 800 attendees were gathered.
“M will set a new standard in the world of decanters to become the iconic representation of The Macallan,” said David Cox, director of fine and rare whiskies at the event.
The decanter has six facets, which The Macallan said represent the six pillars at the heart of the Scotch brand’s ethos.
Also earlier this year, The Macallan launched a limited edition bottling commemorating the 60th anniversary of Queen Elizabeth II’s coronation.
Presented in a Gold, Windsor Red and Blue box inspired by the Queen’s coat of arms, the limited edition featured two 350ml bottles of The Macallan single malt.
The first is a citrus-led whisky aged in American oak casks and decorated with an image of the Queen taken in 1953 by royal photographer Cecil Beaton.
The second bottle has been aged in Spanish sherry casks, giving the liquid a flavour of ginger, nutmeg and rich fruits according to the producer. It has been decorated with an image of the Queen taken in 2004 by portrait photographer Julian Calder.
The pack was designed by art director David Holmes, who worked on The Macallan’s first ever advertising campaign.
Meanwhile, Edrington, producer of The Macallan Scotch whiskies has announced plans to “significantly expand” its international distribution network with a focus on emerging markets.
According to db’s sister publication, The Spirits Business, the Scotland-based group intends to establish new sales, marketing and distribution companies in the US, South East Asia and the Middle East to allow for greater focus on Edrington’s brands in each market.