Edrington Global Travel Retail (GTR) and Dubai Duty Free partnered for a month-long global exclusive launch for The Macallan Concept Number 2 throughout December 2019.

The Macallan Concept Number 2 is the second release in the travel retail exclusive Concept Series. The Macallan Concept Number 2 is inspired by the similarities in the creative approaches of crafting whisky and creating music. These are born out of The Macallan whisky maker Steven Bremner’s passion for whisky and house music.

Throughout December, The Macallan Concept Number 2 was exclusively available in Dubai Duty Free outlets at Dubai International Airport, supported by activations and major in-store visibility that is continuing this month.

‘AN EYE-CATCHING PLATFORM’

Synergies between house music and whisky are brought to life at promotional locations in Concourses A and D through an activation. This allows shoppers to craft their own personalised house music and download their track via a QR code.

Jeremy Speirs, Managing Director EMEA Travel Retail, Edrington commented: “The Macallan Concept Series has resonated strongly with global travellers — providing an eye-catching platform for consumer engagement and retail theatre. Given the success of Concept Number 1’s exclusive launch with Dubai Duty Free last year, we’re naturally delighted to partner once more to introduce the world of Concept Number 2 to Dubai Airport’s passengers.”

Sharon Beecham, Vice President  Purchasing, Dubai Duty Free added: “The Macallan continues to build its reputation in travel retail not only as an iconic luxury spirit but one which is consistently presented in engaging and innovative formats. The global exclusive launch of The Macallan Concept Number 2 continues a strong track record of partnership between ourselves and the brand and delivers a truly differentiated experience to our customers at Dubai.”