The Macallan launches Concept No 2 with ‘sonic whisky tasting’ in Cannes

By Charlotte Turner |

The-Macallan-Concept-No-2-TFWA-Cannes-leadDuring the TFWA World Exhibition held in Cannes last week, Edrington unveiled The Macallan Concept Number 2 whisky, an expression inspired by the similarities in the creative approaches of crafting whisky and creating music.

 

Edrington took drinks journalists and members of the travel retail media through a ‘sonic whisky tasting’, to officially launch the second release in the Concept Series.

 

As reported, Edrington launched its predecessor Concept No 1, another travel retail exclusive limited annual release, at last year’s TFWA World Exhibition in Cannes.

 

The Concept collection ‘fuses the passion behind The Macallan’s whisky making with innovative art, music and culture,’ says Edrington.

 

The-Macallan-Concept-No-2-launch-TFWA-Cannes-2019

The Macallan toasts to the new release.

COMBINING PASSIONS FOR WHISKY AND MUSIC

Created exclusively for Global Travel Retail, Concept Number 2 brings together music and whisky; two passions shared by The Macallan Whisky Maker, Steven Bremner.

 

“Remarkably, Bremner has combined his great interests in this expression; beyond being a Whisky Maker for The Macallan, he is also an avid house music DJ,” reveals Edrington.

 

Steven Bremner, Whisky Maker, The Macallan, said: “Music has inspired many aspects of my life, both creatively and practically, as has whisky, so the creation of Concept Number 2 allowed me to look at my two passions through a different lens.

 

The-Macallan-Concept-No-2-launch-TFWA-Cannes-2019-bottle-shot

The Macallan Concept 2.

“Creating a track and crafting a single malt can take a similar path. Beginning with the layering of sounds just like the layering of different flavours from specific cask types.

 

“Each different cask brings its own influence to the character of the liquid, like each instrument, or sound, adds depth to a track.

 

“In both cases, we can alter each different element to play up or down particular sounds or flavours.”

 

 

PREMIUMISATION, BRAND-BUILDING AND RECRUITMENT

The Concept Number 2 expression was matured in sherry-seasoned American oak casks.

 

Suzy Smith, Edrington Global Travel Retail Managing Director, said: “Following the positive reaction to Concept Number 1, we are delighted to reveal the second Concept release – which again highlights our evolving, innovative approach to travel retail exclusive products.

 

“We are committed to enhancing and developing the offer for our global consumers and GTR partners and Concept Number 2 underlines our ongoing strategy to focus on premiumisation, brand-building and recruitment.”

 

The Macallan Concept 2 will first be made available at The Macallan Boutiques in Taiwan Taoyuan Airport and London Heathrow Airport Terminal 5; as well as Dubai Duty Free in December 2019.

 

It will then roll out to key airports globally from January 2020 at an RRSP of $150/£120/€135.

The-Macallan-Concept-No-2-launch-TFWA-Cannes-2019-wide

Edrington took drinks journalists and members of the travel retail media through a ‘sonic whisky tasting’, to officially launch the second release in the Concept Series.

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