São Paulo Guarulhos is the busiest and most important airport in Latin America, offering a key platform to engage international travellers, whisky lovers, and collectors.

The Macallan officially welcomed travellers to its first Shop-in-Shop (SIS) in Brazil at São Paulo Guarulhos International Airport (GRU), Terminal 3, International Departures, in partnership with Avolta.

The Macallan said this milestone marks the single malt Scotch whisky’s second SIS in Latin America, highlighting the brand’s continued dedication in delivering exceptional, experience-led retail in the world’s premier travel hubs.

Situated alongside renowned brands such as Chanel, Dior and Lancome, the new São Paulo SIS positions The Macallan at the heart of the airport’s curated luxury environment.

The São Paulo Shop-in-Shop (SIS) brings The Macallan’s renowned single malt whisky expertise to life, establishing a must-visit the brand further expands its footprint in Latin America, following the successful SIS launch in Panama.

Kasper Andersen, Regional Managing Director – Global Travel Retail at Edrington, commented: “The opening of The Macallan Shop-in-Shop in São Paulo marks a significant milestone in our Latin American journey. Guarulhos International Airport is a critical gateway, connecting millions of travellers each year, and this new space brings The Macallan’s story and craftsmanship to life for a wider audience.

By partnering with Avolta, a driving force in Americas travel retail, we are able to offer an elevated retail experience that showcases our commitment to innovation and prestige within the channel. This launch further cements our presence in the region and reflects our vision to bring the very best of The Macallan to both loyal collectors and those discovering our brand for the first time.”

The interior features a bold red backdrop showcasing the prestige range along with a striking transparent LED facade, designed to capture travellers’ attention and draw them into the space.

Inside, visitors are immersed in an integrated multi-sensory and digital experience that brings to life the heart of The Macallan’s whisky-making traditions.

The design draws inspiration from the brand’s Six Pillars – unique elements that define The Macallan’s craft and character.

Through a blend of engaging visuals, interactive digital features, and opportunities to sample different expressions, travellers are invited to discover what makes The Macallan distinctive, from the iconic stills and oak casks to the natural colour, sherry cask maturation, meticulous attention to quality, and the brand’s roots in Speyside.

Shoppers can interact with the prominent Six Pillars display at the front of the space and explore further with digital tools including the ‘Discover Your Expression’ tool, helping each visitor find the whisky best suited to their tastes.

The space caters to a diverse audience, from luxury spirits enthusiasts and seasoned collectors to those discovering The Macallan for the first time.

The Sao Paolo SIS also showcases a curated selection of The Macallan’s single malts, including exclusive and limited releases only available in The Macallan Shop-in-Shops, as well as the travel-exclusive Colour Collection.

Wilcy Wong, Commercial Director– Global Travel Retail at Edrington, added: “Latin America is a key focus for us at The Macallan, and we’re excited to see our first Shop-in-Shop in Brazil open at São Paulo Guarulhos International Airport. This launch reflects the strong collaboration with our partners and our shared commitment to creating meaningful experiences for travellers.

We’re looking forward to welcoming guests and giving them the opportunity to explore our rare expressions, personalised services, and the craftsmanship behind every bottle.”

The new São Paulo Shop-in-Shop serves not only as a showcase for The Macallan’s exceptional heritage and quality, but also as a platform to recruit new consumers and connect whisky experts and collectors with highly sought-after limited releases.

The presence of expert, highly trained instore brand ambassadors adds to the sense of exploration and discovery.

Shoppers can be guided through the various bottlings on offer to discover expressions that suit their individual taste, while a range of personalised gifting services is offered to add special touches to purchases for others.

Gustavo Fagundes, Managing Director Brazil at Avolta, commented: “We are delighted to strengthen our partnership with The Macallan through the launch of this first-ever Shop-in-Shop in Brazil at Guarulhos International Airport.

By combining The Macallan’s heritage and prestige with Avolta’s bold approach to retail, we are able to deliver a benchmark luxury spirits experience, taking us one step further in our mission to revolutionize the traveler’s journey.”

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