October 13 2017  |  Spirits & Tobacco

Edrington launches new Macallan Quest Collection GTR series

By Wendy Morley

The story of Macallan is the story of wood, and this story is told in an entirely new way with the brand's new GTR exclusive Quest Collection, which launched at an exclusive event at the spectacular Villa St. George in Cannes earlier this month.

The Macallan Quest Series will replace The Macallan 1824 Collection of Select Oak, Whisky Maker’s Edition and Estate Reserve from January 2018.

The entire Quest Collection, with gift boxes

The Macallan Quest Collection tells the story of the pursuit of the most extraordinary sherry seasoned oak casks through a series of four newly created single malt whiskies. The four whiskies themselves showcase distinctive and interesting casks that in turn produce remarkable whiskies.  Each of the four whiskies have their own distinctive characters taken from the casks.

Walking up the hill to the Macallan Quest launch was like walking into another dimension

With each expression, whisky drinkers will experience an exploration of flavour and texture, from vibrant and fresh through to rich and intense, concluding with a whisky that signifies the essence of The Macallan.

The breathtaking hilltop Villa St. George, in Cannes

Nick Savage, Master Distiller, The Macallan, said, “The Macallan Quest is a true homage to the extraordinary lengths taken by The Macallan and gives us the opportunity to reinforce the values rooted in the pure mastery of whisky-making.  By creating this new range exclusively for Global Travel Retail, we can tell a compelling story as well as present stunning, newly designed products across varying price points to appeal to a wide range of travelling consumers.”

Juan Gentile, Senior Vice President, Latin America Domestic & Travel Retail Americas - ‎Edrington Americas, enjoying the view

Igor Boyadjian, Managing Director, Edrington Global Travel Retail, said, “With the launch of Quest we are giving travellers and The Macallan connoisseurs an entirely new range to explore, delivering differentiation and excitement and continuing our commitment to crafting the ultimate luxury spirit. In a channel where consumer engagement is crucially important, The Macallan Quest collection has storytelling at its core – from the unique liquid to the bold and highly differentiated visual identity. We are looking forward to working closely with our retail partners to bring this new range to life instore.”

Marcelo Colombo, Commercial Director, Asia Travel Retail, and Igor Boyadjian, Managing Director, Global Travel Retail

Igor Boyadjian announces the launch of the Macallan Quest Collection and invites participants to the tasting

The spectacular setup for the tasting emphasized the idea of travel, and "quest"

The Macallan Enigma, the embodiment of The Macallan’s wood journey

Nick Savage, Master Distiller, The Macallan

Participants were invited to personalize their own leather-bound notebooks

 

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