The Macallan has opened a new boutique at London Heathrow in partnership with Dufry Group. The opening is the next step in the brand’s multi-million pound investment programme that will see further The Macallan Boutiques open in key international airports.

Located in a highly visible location post-security in LHR Terminal 5, the new space offers guests a glimpse into the home of the single malt — The Macallan Estate, including its new £140m distillery and visitor experience.

The Macallan Boutique, which was developed in partnership with Dufry offers a curated range of rare whiskies, some of which are exclusive to the boutiques.

BOUTIQUE HIGHLIGHTS

Highlights of the collection include expressions from its Fine and Rare Collection, The Macallan 72 Year Old in Lalique —The Genesis Decanter, the new Macallan Boutique Collection, The Macallan Folio 5 and expressions from The Macallan Exceptional Single Cask collection.

Edrington Global Travel Retail says that attention to detail and luxury are central to the overall design concept of The Macallan Boutiques, which are inspired by the brand’s Scottish home. A signature oak lattice centrepiece in each boutique provides a direct and highly visual connection to the The Macallan’s distillery roof in Speyside, according to the company.

Spaces are designed to give a sense of familiarity to visitors — from single malt aficionados, to those exploring the world of The Macallan for the first time. The Macallan’s brand stories, shot in cinematography, are showcased alongside content which explores the history of The Macallan Estate.

Suzy Smith, Managing Director, Edrington Global Travel Retail said: “Following the unveiling of our boutique in Dubai earlier this year, this opening at Heathrow, in partnership with Dufry, will connect even more whisky-lovers across the world to our home on Speyside.

“As Europe’s busiest airport with over 80m passengers annually and with a stellar reputation for delivering first-class retail, Heathrow is an ideal location to offer another gateway to the world of The Macallan”.

David de Miguel, Global Head of Liquor from leading travel retailer Dufry commented: “Having worked collaboratively together for many years, we’re delighted to partner with The Macallan for its new boutique in Heathrow Terminal 5.

“Our staff pride themselves on their malt whisky expertise and are well-placed to be operating the new Boutique and bringing some of the world’s finest whiskies to visitors from across the globe.”

STRONG START

Meanwhile, The Macallan has enjoyed a strong start to 2019 with the successful Asia First launch of  The Macallan Concept Number 1 with DFS Group, Singapore Changi. This was followed by a regional rollout in Asia Pacific, supported by immersive in-store activations.

This year at TFWA Singapore, Edrington built on this momentum through the display of a number of new prestige bottlings.

Marcelo Colombo, Managing Director, Edrington Asia Travel Retail commented: “The level of investment in The Macallan across Asia travel retail highlights a strong commitment to our premiumisation strategy — driving value growth over volume.

“Following the highly successful, category disruptive launch of Concept Number 1, we continue to invest in the brand’s position as the ultimate luxury spirit with a strong pipeline of prestige and exclusive products, many of which were being showcased for the first time at the TFWA Singapore show.”

New launches include The Macallan Golden Age of Travel 5, the fifth and final limited-edition decanter from The Macallan Golden Age of Travel series.

Produced in collaboration with French crystal maker Lalique, the travel retail exclusive features an exceptionally rare period Macallan, distilled in 1940, first bottled in 1975 and rebottled in 2019. The whisky is showcased in a handcrafted Lalique crystal decanter, of which only 50 were made and features an illustration of a classic 1930s air ship.