The Macallan whisky has fostered a loyal following since it was founded in 1700. With stronger global distribution, retail partnerships and a new state of the art distillery, the brand had an opportunity to engage not only with existing whisky connoisseurs but also create a lasting impression on a new generation of consumers in Asia.
The Macallan boutique concept brings to life the brand’s heritage with engaging storytelling and compelling experiences. It features a number of detailed design elements and interactive digital installations, taking travellers on a journey of discovery and exploration, giving them unique insight into the brand’s core ethos.
“The opening of The Macallan Boutique in Taiwan was a landmark event in the brand’s journey in travel retail, and we continue to invest in creating the ultimate The Macallan experience,” said Edrington Global Travel Retail Managing Director Igor Boyadjian. “It is already performing extremely well.”