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The Macallan Unveils New Distillery In Speyside

May 23, 2018

Edrington’s The Macallan is set to open its new $189-million distillery and visitor experience on June 2, after three and a half years of construction. The new facility is located on the Easter Elchies estate in Speyside, just 400 meters from the previous distillery, and will increase The Macallan’s annual production capacity by one-third to an estimated 15 million liters of pure alcohol.

The new Macallan distillery is part of a $674 million investment in the brand by Edrington, which also includes outlays in whisky, warehousing, and Sherry-seasoned oak casks. The site houses stills that are exact replicas of the original Macallan stills, and features a contemporary design with the structure cut into the slope of the land to minimize the impact on the Speyside landscape. It will host an interactive visitor experience that details The Macallan’s brand attributes and all the stages in its production process.

According to Impact Databank, The Macallan had global volume of 915,000 9-liter cases last year, and ranked 34th among all spirits brands with retail value of $825 million. In the U.S. market, the brand grew by 7% to 250,000 cases in 2017. Earlier this month, Edrington announced a new $15 million digital marketing campaign for The Macallan, which aims to bring new consumers to the brand’s Fine Oak series and allow the franchise to reach new markets.

Among The Macallan’s recent launches in the U.S. are Classic Cut, a 58.4%-abv non-age statement (NAS), limited-edition offering matured in Sherry-seasoned casks and retailing at around $90, as well as Fine Oak 18-Year-Old ($250), which combines whiskies matured in Sherry-seasoned European oak, Sherry-seasoned American oak, and Bourbon-seasoned American oak.

Macallan also burnished its prestige in recent days when it reclaimed the title of the world’s most expensive standard-sized bottle of whisky sold at auction. Late last week, a bottle of Macallan Valerio Adami 1926 60-year-old was sold at Bonhams, Hong Kong for HK$8,636,250 ($1.1 million), shattering the existing record of HK$2,337,000 ($370,000) set by Yamazaki 50-year-old at Sotheby’s, Hong Kong in January.—Daniel Marsteller

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