{"id":60054,"date":"2025-07-22T18:49:08","date_gmt":"2025-07-22T22:49:08","guid":{"rendered":"https:\/\/gentologie.com\/?p=60054"},"modified":"2025-07-22T18:49:14","modified_gmt":"2025-07-22T22:49:14","slug":"the-macallan-new-design","status":"publish","type":"post","link":"https:\/\/gentologie.com\/en\/fine-dining\/the-macallan-new-design\/","title":{"rendered":"The Macallan Unveils a Bold New Design for 3 Signature Collections"},"content":{"rendered":"\n

Many of you know are visiting Gentologie because of our whisky<\/a> chronicles, and today we\u2019re speaking to you not about what\u2019s inside the bottle but on the outside, with The Macallan (one of James Bond favourite<\/a>) redesign of the Double Cask, Sherry Oak and Colour Collection. I spoke with the Canadian brand ambassador of The Macallan, John Macpherson, about this new direction for The Macallan, a brand that just celebrated its 200 years in 2024.\u00a0<\/p>\n\n\n

\n
\"The
The Macallan new packaging for the Sherry Cask 12 years old\nPhoto: The Macallan<\/figcaption><\/figure>\n<\/div>\n\n\n

Normand Boulanger (NB)\u2014 Could you please provide a comparative analysis of the new design in relationship to the previous one?<\/strong><\/p>\n\n\n\n

John Macpherson (JM)\u2014<\/strong> We have three collections. There are timeless collections; two are available in Canada domestic retail, which are The Macallan Double Cask and Sherry Oak collections but there is a third collection, the Colour collection, which is available in travel retail duty-free. Essentially, all three of them have been reimagined to really celebrate the journey of our sherry season oak casks and what\u2019s so important to this is our identity and design have evolved, which are still going to showcase our heritage dating back to 1820 when we were founded by Alexander Reid, but our whisky ultimately remains the same.\u00a0<\/p>\n\n\n\n

And that\u2019s so key for us to communicate is the whisky is the same whisky. It\u2019s just a new look, a new identity and design to really celebrate 201 years moving forward. And so some of the key things to talk about in the differences are: number one, the same overall shape has been retained. You\u2019ve got that feel of The Macallan  but a few different things have happened. One, we really wanted to tell the story of The Macallan through this so we\u2019re seeing a bit of a redder influence on this really tying to our Sherry Cask seasoning, but some of the biggest differences overall is we\u2019ve actually got more height, especially in our higher-end bottles; the 18 years, the 25 years, and the 30 years old is a bit more of a broader shoulder just to showcase itself on the shelf, but we\u2019ve also looked to reduce the weight overall where we can. So we\u2019ve actually reduced the overall glass weight. It\u2019s helped with sustainability efforts and helped with shipping efforts. So we wanted to keep that feel of The Macallan intact for sure. We want people to look at it and recognize that it is The Macallan. But some of the other differences are it\u2019s now 100% fully recyclable. There\u2019s no longer any plastic in our packaging. We have a fully redesigned wooden enclosure, which is actually inspired by the bevel of a cask end with a natural cork. And there\u2019s a new tin capsule wrapping around that cork, enhancing quality and opening experience.  <\/p>\n\n\n\n

One of the biggest changes is we\u2019ve worked with renowned graphic designer and artist David Carson, and every bottle features a beautiful label, especially the back label actually, showcasing the key tasting notes from the expression. If we\u2019re talking about soft spices, fudge and citrus, you\u2019re actually going to see those as illustrated by David Carson. <\/p>\n\n\n\n

NB\u2014\u00a0 That\u2019s a very captivating perspective to help the customer choose a product.\u00a0<\/strong><\/p>\n\n\n\n

JM\u2014 <\/strong>Oh, yes. Well, that\u2019s it. It\u2019s going to be beautiful. So especially on something like the Double Cask collection. Yeah, that\u2019s soft spices, fudge, and citrus. You\u2019re going to see all that on the back label. But on the boxes itself, we actually have a new colour palette realistically showcasing the story of our oak. On the Double Cask collection, you\u2019re going to see a red and white colour palette representing American oak and red representing European oak, as the double cask is that beautiful split of American oak and European oak with a wonderful balance.\u00a0<\/p>\n\n\n

\n
\"The
The Macallan new packaging for the Sherry Oak 12 years old\nPhoto: The Macallan<\/figcaption><\/figure>\n<\/div>\n\n\n
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\u201cThe Macallan has never stood still and never will. This distinctive new identity offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks which contribute to the complex taste and flavour profiles in every bottle of The Macallan.\u201d
\u2014<\/strong> Jaume Ferras, Creative Director at The Macallan<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Whereas the colour palette on the Sherry Oak collection is actually red; a lighter red with a darker red representing The Macallan founder Alexander Reid, which translates from Scotch Gaelic to Alexander The Red and representing, of course, the European oak. So they are many changes that make us distinctly look like The Macallan still, but also, again, evolving but invoking that heritage story of The Macallan. <\/p>\n\n\n\n

NB\u2014 That\u2019s very interesting so you were saying about reducing the packaging, and here in Qu\u00e9bec, I know the SAQ wants to force the brands to remove the protective cardboard. What is happening with that, if you know what is happening in that case with the new packaging.\u00a0<\/strong><\/p>\n\n\n\n

JM \u2014<\/strong> This issue is primarily the responsibility of the brand team. I haven\u2019t heard a final decision on it yet.\u00a0<\/p>\n\n\n\n

A packaging with the Quiet Luxury in mind for The Macallan <\/h2>\n\n\n
\n
\"The
The Macallan new packaging for the Double Cask 12 years old\nPhoto: The Macallan<\/figcaption><\/figure>\n<\/div>\n\n\n

NB\u2014 We are in years that many whisky brands are changing their design, like (i.e., Glenmorangie) and that\u2019s very interesting that they went boldly with their name on the bottle, as The Macallan is more discreet or quiet luxury, in other words.\u00a0<\/strong><\/p>\n\n\n\n

JM\u2014<\/strong> Yes, The Macallan really enjoyed quiet confidence. We don\u2019t want to put our name everywhere. We want people to very much recognize that it is the The Macallan. But also have that nice subtle look. We want to stand out, but also, know, quietly and confidently who we are. That\u2019s very interesting.\u00a0<\/p>\n\n\n\n

NB\u2014 So this changed to reflect the 200 years or it was like meant to be or it\u2019s like just something that you made just for the 200th anniversary or it was like just like a new natural evolution.<\/strong><\/p>\n\n\n\n

JM\u2014  Yeah, I mean, it was a natural evolution, for sure. There\u2019s a red thread that really ties the The Macallan together from start to finish. We\u2019re actually into our 201st anniversary now. 2024 was our 200th. So that was about celebrating time, space, and mastery, and the release of the different 200th anniversary releases, whether it was the Harmony vibrant oak, whether it was A Night on Earth and the Jerez de la Frontera. That was all about celebrating 200 years. And so, yeah, with the 201st anniversary starting now. This is all about knowing that we\u2019ve been rooted in two centuries of whisky mastery. Ultimately, we\u2019re just looking to bring our heritage and innovation together. And this was a natural evolution. And actually, one of the great things about this evolution is that it actually evokes the architectural silhouette of The Macallan\u2019s estate in Speyside, Scotland. I don\u2019t know if you\u2019ve seen a photo of the distillery, but the roof of the distillery<\/p>\n\n\n\n

is actually rolling green grass hills and in the previous look of the bottle, there was a chevron more like a triangle look cut into the neck but that chevron has actually been replaced by a more subtle wave, which is actually perfectly in line and following the shape of the roof of the distillery. <\/p>\n\n\n\n

NB\u2014 I can see what you mean: I have a 12 years old Double Cask here, but it\u2019s more in the blue tones.<\/strong><\/p>\n\n\n\n

\"The
The new and the old packaging for The Macallan Double Cask 15 Years Old\nPhoto: The Macallan<\/figcaption><\/figure>\n\n\n\n

JM\u2014<\/strong> Yes, you have that current look of this collection, with that chevron cut into the glass. The chevron on the new look has more a subtle curve. And actually, that shape is what inspired the new package, the new look and the colour palette.\u00a0<\/p>\n\n\n\n

NB\u2014 And just to continue on with what the competition is doing and what you\u2019re doing. I know you don\u2019t want to talk about the other brands, but how did you really different on the shelves when you on a shelf? How do you want to be differentiated when people look at your product?<\/strong>\u00a0<\/p>\n\n\n\n

JM\u2014<\/strong> Yeah, I mean, one of the things about the The Macallan is we\u2019ve kept a fairly distinctly standard shape for as long as I\u2019ve known and that really does stand out so we wanted to keep that. One of the biggest things that we\u2019re actually looking to tell through the new package is the story of our sherry. Ultimately each whisky and expression and the new-look showcase our unwavering commitment to hand-crafting our unique sherry seasoned oak casks.\u00a0<\/p>\n\n\n\n

Whether it\u2019s the selection of our oak wood, the making of the casks, the sherry wine, which is seasoned in a Jerez de la Frontera in the south of Spain or the maturation in our home in Scotland really shapes our unique signature taste, which is ultimately the aroma, flavours, textures and natural colours that create our whiskies, and it\u2019s the story of sherry that we really want to tell through the packaging whether it\u2019s the new oak origins, which I talked about briefly, and are on the front of the new packaging, which helps differentiate the type of oak that\u2019s in there, whether it\u2019s showcasing our natural colour. <\/p>\n\n\n\n

\n

\u201cLike whisky, design is all about balance \u2013 with The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit. Each detail, from the label designs to the bottle\u2019s form, is a tribute to the mastery behind every dram.\u201d – David Carson, artist and graphic designer<\/p>\n<\/blockquote>\n\n\n\n

Ultimately, we want to tell the story of the sherry seasoning, which is something that we actually own that process from acorn to glass ultimately. Whether it\u2019s our saw mills in the US and Spain, to our cooperages in our bodegas in Jerez de la Frontera. These casks ultimately take five years in crafting and so we want that story to be shown. But one of the things that the new look also helps to do is to help consumers navigate through the different collections. And the purpose ultimately is to make it easier for consumers to navigate the portfolio by providing a visual connection between the collections and a clearer articulation of the differences in the whisky. And all this really pulls together to showcase the story of The Macallan to keep it recognizable on the shelves, but also to help provide that visual connection between the collections and showcase who we are and the story of our sherry.\u00a0<\/p>\n\n\n\n

NB\u2014 What is the potential impact on consumers on the shelves as we witness a cleaner and brighter image?<\/strong><\/p>\n\n\n\n

JM\u2014<\/strong> This is really brand new, as it is mainly on different media and social media right now. To my knowledge, it isn\u2019t available on Canadian shelves yet. That said, the people that have seen the images of it I’ve spoken with loved it. They loved the way that the Double Cask and the Sherry Oak range really differentiate each other. \u00a0<\/p>\n\n\n\n

The Sherry Oak range really leans into that red colour, which is the reminiscence of Quercus robur, a type of European oak that we utilize in the sherry oak collection, but also the Double Cask collection really differentiates itself. Whether it\u2019s the red and white colour on the pack, whether it\u2019s the black tin wrap around that wooden cork on the top versus the red tin wrap around the sherry oak range. The two really do help differentiate the two apart. So everything I\u2019ve heard from consumers is that they like it. It\u2019s still very much identifiable with the The Macallan, but also a nice fresh evolution of the brand. <\/p>\n\n\n\n

NB\u2014 Indeed, the new logo makes it also visually enhanced, appearing cleaner and brighter. The revised font makes it more legible. The placement of the brand prominently on the label, even against a white background, is visually appealing. The subtle yet noticeable change in the logo has a significant impact.<\/strong><\/p>\n\n\n\n

JM\u2014<\/strong>\u00a0 Yeah, exactly. It\u2019s still very much identifiably, you know, The Macallan, but a fresh new look.\u00a0<\/p>\n\n\n\n

NB\u2014 Additionally, could you please provide an estimated time of arrival for those products in Canada?\u00a0<\/strong><\/p>\n\n\n\n

JM\u2014<\/strong> So the rollout is going to be happening over the rest of 2025 and probably into 2026. I believe the Double Cask and Sherry Oak\u00a012 years old expressions will be arriving first and it will be arriving starting late summer into the fall, whether it be Qu\u00e9bec, Alberta, and Ontario, I believe are some of the first three to be getting it, but it\u2019ll be a phased rollout,\u00a0 as there is still some of the old packaging available in Scotland, but yeah, you should be looking late summer into early fall, you should start to see it arriving on shelves.<\/p>\n\n\n\n

NB\u2014 It is very interesting. That was very complete and very fascinating. I was wondering if you will know if we will see the changes applied to the other collections?<\/strong><\/p>\n\n\n\n

JM\u2014\u00a0 Yeah, so the only one that has been fully identified so far are the Double Cask Collection, the Sherry Oak Collection and the Colour Collection, and I personally did not see which changes are coming down for the remainder such as the Rare Cask Collection, but I\u2019m certain those are not too far behind. <\/p>\n\n\n

\n
\"The
The new packaging for the Sherry Cask 12 and 18 Years Old\nPhoto: The Macallan<\/figcaption><\/figure>\n<\/div>\n\n\n

NB\u2014 That\u2019 just the logic that\u2019s logic with the new logo and the brand evolution. Do you have a recommendation for products to try to enjoy the rest of the summer if you can suggest to us one of The Macallan products to try for the rest of the summer while we\u2019re waiting for the new packaging to come.<\/strong><\/p>\n\n\n\n

JM\u2014<\/strong>\u00a0 First and foremost, I love to drink The Macallan neat. The Double Cask Collection has those beautiful citrus and fudge notes as well as the soft spices. For me personally, I do love the Sherry Oak collection; you get those dried fruits, warming ginger and oak spices. \u00a0<\/p>\n\n\n\n

But for those people that are looking to try a cocktail, certainly for the Double Cask collection, I would recommend a cocktail called the The Macallan Meridian (recipe to come). <\/p>\n\n\n\n

For the Sherry Oak 12 years old, I recommend The Macallan Robur (recipe to come)\u00a0.<\/p>\n\n\n\n

NB\u2014 Perfect. Thank you, John. That was really a great pleasure.<\/strong><\/p>\n\n\n\n

To taste The Macalllan<\/a> in Montr\u00e9al, you might want to try the Vargas Restaurant<\/a>, where The Macallan has a nice display.\u00a0<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Many of you know are visiting Gentologie because of our whisky chronicles, and today we\u2019re speaking to you not about what\u2019s inside the bottle but on the outside, with The Macallan (one of James Bond favourite) redesign of the Double Cask, Sherry Oak and Colour Collection. I spoke with the Canadian brand ambassador of The 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