The macallan range and product development 1993 - 2000
The end of the last Millenium saw the redesign the Macallan, the Rolls Royce of Malt Whisky for the first time in its long history, bringing structure and range definition alongside a range of new premium and heritage developments drawing on the rich history of the Macallan and the heritage of the whisky category.
The Macallan approach is always very individual, creating concepts and designs to expand the consumer offering. Designs were created with a strong emphasis on craft to deliver a deeper level of product authenticity. Each design was aligned to the product credentials, created to reflect the rare liquid and to provide levels of luxury and premium within the category. Gran Reserva with its sherry cask finish created to provide a feeling of traditional sherry associations, the Millennium Decanter made from crystal and copper from one of the Macallan stills that had been in use for nearly as long as the liquid had spent maturing and the Travel Range reflecting through modes of travel the style of the liquid from each of the 20s, 30s, 40s and 50s. Each concept encapsulating the essence of the liquid and the craft values associated with its production.
