the Macallan Whisky Maxxium

The Macallan launches exclusive '1824 Series' with bespoke packaging by The Art Department


By The Drum Team | Editorial

September 27, 2012 | 2 min read

Luxury single malt whisky brand, The Macallan, has unveiled the first in a new range of innovative whiskies, The Macallan 1824 Series, showcasing two of its greatest strengths; oak sherry and natural colour.

Aberdeen-based design agency, The Art Department, who has worked with The Macallan over the past four years on a number of design and digital media projects, were selected to create the bespoke packaging for all expressions in range.

The first of the four designs to be revealed is The Macallan Gold, which will initially be exclusive to the UK. The remaining three expressions will be launched in Spring 2013 and rolled out in Europe and Canada plus key emerging territories in Central and Eastern Europe, Latin America and Africa, and will be distributed by Maxxium UK.

Ken Grier, Director of Malts, Edrington, said: “We have worked with The Art Department on a variety of projects and were confident they could deliver on this challenging brief. The 1824 Series showcases the signature style of The Macallan – embracing the defining elements of natural colour and exceptional sherry casks which have made it one of the world’s truly great single malts.”

Creative Director of The Art Department, Prem Reynolds, added: “This has been a major piece of work for us which was won on the back of our excellent relationship with The Macallan.

“The heavily embossed and foiled white packs help to showcase the stunning natural colour of each expression in The 1824 Series and maximise impact on shelf and back bar.”

the Macallan Whisky Maxxium

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