The Macallan gets a new look

Single malt whisky brand The Macallan has unveiled a new look for its Double Cask, Sherry Oak and Colour Collections following a “visual overhaul” by designer David Carson.

The just-launched packaging update has been inspired by the “distinctive shape of The Macallan Distillery and its sweeping green roof ”, according to the brand owner, The Edrington Group.

It was also stated that the new triangular shoulder label represents Spain’s Sherry Triangle – the Andalusian region famed for its sherry wine production, and the source of The Macallan’s sherry-seasoned oak casks, which influence the natural colour and flavour of all three Collections.

Meanwhile, the back label incorporates a new cask type symbol, to highlight the contribution of flavour and aroma imbued from American and European oak casks, as well as a QR code to enhance “consumer engagement” as well as improve traceability with “world-leading anti-counterfeit technology”.

Jaume Ferras, Creative Director at The Macallan, said: “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, 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.”

Carson has a longstanding relationship with the Scotch, having worked on the launch of the Colour Collection in 2023. He has also partnered with the brand on travel retail activations globally and at LAX.

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