Macallan celebrates Concept series with Dubai activation

Edrington Global Travel Retail has partnered with Dubai Duty Free to launch an activation to celebrate its new Concept series of whiskies.

The activation has been created to mark the launch of The Macallan Concept Number 1 – the first release in a new limited edition series that celebrates “the world’s visionaries and those who dare to be different”.

Concept No. 1 has been matured first in Sherry-seasoned oak casks and then for an equal time in ex-Bourbon casks.

The whisky was initially exclusively available through Dubai Duty Free, and to mark the partnership The Macallan launched a promotional activation across Dubai International Airport last month.

Edrington managing director EMEA travel retail, Jeremy Speirs, said: “Dubai Airport offers the perfect platform to showcase the first release in The Macallan Concept series to a global audience, and Dubai Duty Free is the ideal retail partner to bring to life this very different, surreal take on The Macallan.

“This launch highlights our ongoing commitment to delivering innovation and excitement in the global travel retail channel through a partnership-driven approach.”

The activation was created to bring to life the “Six Pillars of The Macallan” in an augmented reality experience. The activation will run until the end of January 2019.

Shoppers also have the opportunity to win a trip to The Macallan’s distillery and visitor centre in Speyside by simply following Dubai Duty Free on Instagram.

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Author: Owen Bellwood {authorlink}