The Macallan celebrates the No.3 concept exclusive to travel retail, with a digital redesign of The Moodie Davitt Report homepage during Virtual Travel Retail Expo week.
The Macallan Concept No.3 is the result of the brand’s remarkable collaboration with the famous American graphic designer David Carson. The single malt Scotch whiskey was first launched in The Macallan stores at select airports and offshore duty free locations in Hainan in July, before rolling out to the rest of Asia Pacific travel retail. in August.
The Macallan Concept No. 3 is the third and latest release of The Macallan Concept Series, a limited edition line of annual whiskeys that combines the art and expertise of The Macallan’s whiskey-making with creativity and culture.
Concept No.3’s ambitious takeover of Hainan was supported by an omnichannel campaign that ran from July to September. It featured compelling digital activation and ecommerce advertising on WeChat, Weibo, and C-Trip.
The campaign also featured powerful KOL partnerships, in-store retail promotions and a large-scale advertising campaign and pop-up in the departures hall of Haikou Meilan International Airport.
The premium pop-up has been designed to capture the striking graphic design elements found on the packaging of the expression. It mimics a gallery experience, blending digital and physical realms, allowing clients to explore the latest collaboration.
In July, The Macallan opened a remarkable shop-in-shop with China Duty Free Group at the Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan. Located on the third floor of the CDF shopping center, the 34.6 m² shop-in-shop featured Concept # 3 alongside a range of bottlings, including special and limited editions.
Over 300 retail employees have been trained for the ambitious and compelling launch in Hainan.
In addition, The Macallan also brought the phrase Concept No.3 to life with an engaging digital activation that offered consumers an original way to connect with the brand as international travel resumes. It consisted of three main elements that each offered a different glimpse into the world of Concept No.3 and the inspiration behind the whiskey.
Designed as a 3D linear gallery, the virtual experience is inspired by the dynamic creative expression of Concept No.3 in physical retail spaces. Upon arrival in the Hall of Fame style gallery, consumers were encouraged to discover David Carson’s inspiration and motivation for working with The Macallan.
It also invited users to deepen the three fundamental pillars of Concept # 2 – Place, Control and Taste – via short and engaging videos. Next, customers can experience the “Make Your Own” app that guides them through a virtual walk and personalization journey that ends with a tasting experience led by Whiskey Maker Polly Logan. The Macallan Concept No.3 is also available for purchase on the digital platform via click & collect.
Inspiration for Concept # 3 came from Carson’s visit to The Macallan’s 485-acre estate in Speyside, Scotland, where he spent time with Polly Logan, the maker of Macallan whiskey.
Their meeting brought to light a remarkable number of creative similarities and inspired both the whiskey and the design of the bottle.
Concept No. 3 features Carson’s remarkable handmade collage drawings with some special references to his perspectives and methodologies shared with those of Logan. It also features the letter “P” for Polly. The color scheme used in the design of the bottle reflects the same blue tones as the River Spey and the red hues of The Macallan’s sherry-dried oak barrels.
During this time, Logan took inspiration from Carson’s career to develop an exceptionally fresh whiskey. The liquid sports a typical Californian golden hue, paying homage to the days of the graphic designer on the West Coast.
The expression was developed specifically at 40.8% ABV after Carson and Logan found eight to be their respective preferred number. It was designed to deliver complex sweet and spicy flavors sourced primarily from first fill American oak barrels seasoned with sherry, enhanced by European oak barrels that add depth and richness. Its balance and freshness are obtained by specially selected refills and virgin oak barrels.
On the nose, Concept No. 3 balances sweet notes of fresh pear and apricot with sweet oak spices, warm cinnamon, ginger, vanilla and sweet citrus. On the palate, it combines fresh apple and pear with oak spices and delicate herbal notes. It ends with a smooth, buttery and subtly sweet finish.