The world’s lead­ing whisky brand has un­der­gone a facelift that brings out more than what meets the eye.

Exquisite Taste - - Contents - – By Runi Indrani

Take a sip of the in­ter­ac­tive cock­tail menu in­spired by the Chi­nese zo­diac at Hong Kong’s pop­u­lar bar Fang Fang’s, and take a look at The Macallan’s new­est in­no­va­tion to en­sure qual­ity.

In­tro­duc­ing The Macallan might ap­pear point­less as the brand ap­pears to need no fur­ther in­tro­duc­tion. For al­most two cen­turies, the whisky dis­tillery has striven to es­tab­lish it­self as the world's fron­trun­ner when it comes to a sin­gle malt whisky with class, qual­ity and un­mis­take­able fi­nesse.

With a team of con­nois­seurs and afi­ciona­dos, The Macallan never stops at ex­cel­lence, it al­ways seeks to im­prove and re­fine, to be the best. Early this year, the brand an­nounced the launch of a new and im­proved dis­tillery,

which is so much more than just that – it also serves as a one-stop des­ti­na­tion com­pris­ing of­fice, show­room and ba­si­cally ed­uca­tive mu­seum for whisky lovers.

The lat­est bril­liant con­cept from The Macallan is a new pack­ag­ing de­sign that goes beyond a facelift. The new bot­tles are el­e­gantly keep­ing up with the times, boast­ing modern and el­e­gant lines, while still be­ing time­less, in a true The Macallan's ex­clu­sive fash­ion. Long­time pa­trons of the brand will be happy to get their hands on the new col­lec­tion, and the de­sign will def­i­nitely turn heads of new fans. “We want to make sure that our fans are con­fi­dent that if it says

‘The Macallan' on the la­bel, it's The Macallan in the bot­tle,” Agus Budi, the chief rep­re­sen­ta­tive of Edring­ton Sin­ga­pore-In­done­sia com­mented.

The sleek look of the bot­tles is in­spired by the iconic The Macallan Rare

Cask and Rare Cask Black pack­ag­ing. Some­where be­tween sturdy and sul­try, the new bot­tle show­cases broad­shoul­dered fea­tures, with a chevron fo­cal point cut into the bot­tle.

The Macallan Tril­ogy is at the cen­tre stage of the port­fo­lio, com­pris­ing three 12-year-old whiskies, con­cep­tu­alised from the brand's sig­na­ture ex­tra­or­di­nary oak casks – a true tes­ti­mony to the Mas­ter Whisky Maker's skill and crafts­man­ship.

First launched in 2004, The Macallan's Fine Oak range finds it­self with a re­vamp too, but only in its moniker. Re­named Triple Cask Ma­tured, the range is known for its ma­tur­ing process that uses exbour­bon casks and also Amer­i­can and Euro­pean sherry-sea­soned casks. With the new name, Triple Cask Ma­tured will be in line with the much soughtafter Sherry Oak and Dou­ble Cask.

“We want to make it easy for our fans to se­lect a whisky that's right for them. What could be sim­pler than one, two or three cask types?” Glen Grib­bon, The Macallan's mar­ket­ing direc­tor com­mented. “By con­sol­i­dat­ing our core range to Sherry Oak, Dou­ble Cask and Triple Cask Ma­tured we're able to high­light the va­ri­ety of whisky com­ing out of our dis­tillery and to en­cour­age new and ex­ist­ing fans to try The Macallan across a va­ri­ety of oc­ca­sions.”

Cel­e­brat­ing the re­freshed im­age, The Macallan re­vealed the newly pack­aged liq­uid gold at Oso Ris­torante, Plaza In­done­sia in Novem­ber. Pa­trons will be happy to know that the new de­sign is now avail­able in In­done­sia.

The Macallan (themacallan.com)




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