The Macallan runs shopper experiences in Singapore for Smooth Arabica

By Faye Bartle |

The Harmony Collection Smooth Arabica.

The Harmony Collection Smooth Arabica is inspired by the Ethiopian Arabica coffee bean.

The Macallan has revealed the details of two interactive shopper experiences that are being brought to life in Singapore to accompany the launch of its latest global travel exclusive, The Harmony Collection Smooth Arabica.

The new whisky is inspired by the Ethiopian Arabica coffee bean and highlights the parallel journeys of coffee production and whisky craftsmanship.

READ MORE: The Macallan’s coffee inspired TREX to ‘broaden the net’ of consumers

The first experience, a pop-up at Singapore Changi Airport’s Terminal 3 Departure Hall, launched on 1 January and is running until 28 February.

Travellers are invited to discover the limited release single malt whisky, thanks to an interactive augmented reality (AR) experience.

They can walk away with a personalised bag of coffee beans that complement the tasting experience of Smooth Arabica.

The second experience is an experiential pop-up in the city centre at Design Orchard, which is running from 14-18 January.

Located on The Rooftop, it offers the chance to embark on a 60-minute experience that includes a journey led by the Alchemist café’s baristas and The Macallan’s brand ambassadors.

The Harmony Collection Smooth Arabica.

The Macallan has launched two pop-ups in Singapore to highlight its new travel exclusive whisky.

Highlights include a cupping and tasting ritual, where guests can taste the new whisky while pairing it with coffee and popcorn.

This is inspired by The Macallan Whisky Maker Steven Bremner’s exploration of the art of coffee and its cultural significance, where he found the use of popcorn in a traditional Ethiopian coffee ceremony.

The Harmony Collection Smooth Arabica retails at around US$196 (SGD263) and is now available at Lotte Duty Free in Singapore Changi Airport. The packaging is created from discarded coffee bean husks.

The Harmony Collection Smooth Arabica follows the release of The Harmony Collection Inspired by Intense Arabica for the domestic markets.

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