Edrington is set to update the packaging across its The Macallan portfolio, with the single malt Scotch whisky's full range also getting a revamp.
The new look for The Macallan will launch globally in April
The "bold" new look for The Macallan, announced today, will begin its global roll-out next month. At the same time, The Macallan 1824 series will be discontinued, while production of the Amber and Sienna expressions will cease.
The redesign centres around a broader bottle design featuring a chevron cut into the bottle. An anti-refill enclosure has also been added.
The Macallan's Fine Oak range, meanwhile, will be renamed Triple Cask Matured, to bring the expressions in line with the Sherry Oak and Double Cask iterations. Also, The Macallan Gold will join the Double Cask range, adopting the name Double Cask Gold.
The portfolio rationalisation has been introduced as Edrington looks to "ensure global consistency around the cask-focused portfolio" for The Macallan.
"By consolidating our core range to Sherry Oak, Double Cask and Triple Cask Matured, we're able to highlight the variety of whisky coming out of our distillery," said Glen Gribbon, marketing director at The Macallan. "We're also able to encourage new and existing fans to try The Macallan across a variety of occasions."
Having announced plans to upgrade The Macallan distillery in 2013, Edrington started construction at the end of the following year. The new distillery is set to be officially opened next month.
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Sectors: Spirits
Companies: The Edrington Group, The Macallan
