Edrington-owned luxury single malt Scotch The Macallan is debuting new packaging across three of its Timeless Collections—Double Cask, Sherry Oak, and Colour Collection. Developed by designer David Carson, the revamp includes a new bottle design, triangular shoulder label, rear labels upgraded with more information on the whisky, and unique QR codes for consumer engagement and traceability.

According to Impact Databank, The Macallan is the largest single malt Scotch whisky brand worldwide in retail value terms at $1.26 billion on volume of 900,000 cases in 2024. In the U.S., volume was at 222,000 cases last year. Macallan creative director Jaume Ferras said the new look “offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks, which contribute to the complex taste and flavor profiles in every bottle of The Macallan.”—Daniel Marsteller