Maxxium Travel Retail has officially announced the launch of its Macallan 1824 Collection which is a new family of single malts developed exclusively for the global travel retail market with four expressions majoring on the
distillery's long and distinguished history.
The company says that the Collection showcases the spectrum of flavours and aromas associated with The Macallan and it will be available in all key travel retail outlets in the Americas and Europe after its recent launch with DFS Group in Asia at Singapore Changi Airport.
In addition, The Select Oak expression has secured listings onboard a number of airlines including British Airways, Air Canada, Delta, American Airlines and Continental.
Glen Williams, Managing Director Maxxium Travel Retail said: ‘The Macallan has surpassed itself by introducing this exclusive range for travel retail. Maxxium Travel Retail was asked to support theearly introduction and was able to launch in key locations in Europe. Customers Gebr. Heinemann, Autogrill, and Aelia were amongst the first to introduce the range to travellers. The initial reactions are enthusiastic and acknowledge the quality of the spirit The Macallan is known for.’
The 1824 Collection of four expressions – Select Oak, Whisky Maker's Edition, Estate Reserve and 1824 Limited Release – offers the ultimate flavour journey for whisky lovers. The recommended retail prices range from E.46 to E.1,450 ($65.40 to $2,000).
William Ovens, The Edrington Group's Area Director, Global Travel Retail, comments: ‘The Macallan has enjoyed the most dynamic growth of any Single Malt in the Global Travel Retail market over the last few years. In this period GTR has become the third largest market for the brand, in large part due to the success of innovative new products. The 1824 Collection opens a new chapter in the illustrious history of The Macallan and we are confident that consumers will react positively to this exclusive and eye catching new range.
‘The four expressions in the Collection have been positively embraced by whisky experts and connoisseurs. In fact the Collection is the highest scoring new product range ever released by The Macallan. Whisky Expert and author of The Whisky Bible, Jim Murray has given Select Oak a score of 94.5% and the 1824 Limited Release Decanter a score of 97.5%, describing it as 'a lifetime great whisky'.’
The company says that the range is now available, with the 1824 Limited Release decanter set to go on sale from October 2009.