playing the long game
As The MAcAllAn conTinues iTs conversATion wiTh single MAlT connoisseurs in indonesiA And The world, we TAke A look AT iTs recipe for disTilling success
r arity has always been an integral part of luxury. This is especially true in the world of fine whiskies, where there’s simply no substitute for the long years of aging required to create the finest spirits—and this is something that has always been at the heart of single-malt scotch distillery The Macallan.
now, The Macallan has become an increasingly familiar name in Jakarta and all across the country, whether it’s through whisky appreciation events, whisky pairing dinners, golf tournaments and, of course, product launches organized by the brand. in order to learn more about the success story of The Macallan in indonesia and beyond, and also to learn more about what it is that truly distinguishes this single-malt brand, DAMAN sat down for an indepth conversation with Ardian Asmari, senior Brand Manager at edrington.
The Call
“we’re doing very well in indonesia and we’re getting more consumers who love and enjoy The Macallan single Malt whiskies,” Ardian began. “And while the big majority are going for our entry 12- and 15-Years old products, the demand for the premium 1824 Master series collection like The Macallan reflexion, The Macallan no.6 and also the M decanter has increased tremendously. sometimes we can not meet this intense demand—even for our The Macallan 18 Years old.”
interestingly, the main cause behind the high demand is the exact same reason behind the limited supply. essentially, The Macallan made the call—and “making the call” is a major message of the brand, but more on that later—to remain uncompromising in terms of quality. And for a whisky distillery, this means sparing
“The process is painstaking and costly, but by making the call to stick to its cask management principles, the brand remains an unrivaled powerhouse”
no expense when it comes to the casks used in maturing its products. “More than 80 percent of the taste and flavor of a whisky comes from the casks,” Ardian pointed out, “and we don’t compromise on that. Quality comes first.”
As any true whisky connoisseur can tell you, the aging process is where the magic happens. “let’s say, for The Macallan 30 Years old whisky, the process starts from 34 years back,” Asmari began. The journey of a typical cask used by The Macallan starts with oak trees aged between 80 to 100 years from europe and America. The wood from these trees are then sent to a cooperage in Jerez, spain, to be turned into staves. These staves are naturally air-dried for up to 18 months. only then are they ready to be turned into casks. But it would still be another couple of years before they are used for aging the whisky.
“After the casks are made, they are sent to the bodegas and are filled with sherry” Asmari continues. “we use dry oloroso.” After aging the wines for two years in spain, the casks are emptied and the new whisky is poured in. “And then you let it mature for 30 years,” he concluded. “That’s the reason why it’s so limited.” And it’s also the reason why The Macallan whiskies are a cut above the rest. The process is painstaking and costly, not to mention lengthy. But by making the call to stick to its cask management principles, the brand remains an unrivaled powerhouse.
The Conversation
Beyond maintaining its stringent standards, The Macallan is also constantly reaching out to new clientele and new markets. one of the brand’s current initiatives is called simply The Macallan conversations, which is meant to “unearth the decisions and motivations of a range of fascinating international figures who made the call to pursue something greater.”
once again, the theme revolves around “making the call,” or as Asmari describes it, “your turning point … when you do something or make a decision in your life that changes everything.” This approach—this call to action— works quite well as the indonesian market continues to mature. whisky has grown into a lifestyle element, something that’s appreciated for its finer points and inherent quality.
so, who is it that The Macallan is having a conversation with? Young, dynamic and successful people—those who are running their own businesses or hold positions of leadership in established companies. These are, naturally, the kind of people who are most appreciative of real luxury and are more than eager to find new lifestyle experiences.
“let’s say, in the past, not many consumers understood about how the whiskies are made and produced, how to savor them. some were only followers; but step by step they are starting to pay attention to the products they buy and consume. The Macallan has done many whisky appreciation and pairing dinner events where the consumers got the chance to know more about our whiskies and understand how to enjoy them responsibly. The same goes for cocktails using The Macallan whiskies.”
And so, the conversation between The Macallan and those with a taste for the finer things in life continues. For more information visit @themacallan.id on Facebook or go to themacallan.com