The Macallan Revamps Its Core LineupMay 31, 2018
Edrington-owned single malt brand The Macallan has restructured its core portfolio, organizing its offerings into three distinct collections. Under the revamp, The Macallan’s Fine Oak range—launched in 2004—will be renamed the Triple Cask Matured range, better reflecting the lineup’s maturation in three different cask types. The Macallan portfolio will also include the Sherry Oak range, which features single malts matured in Sherry-seasoned oak casks, and the Double Cask range, offering single malts matured in Sherry-seasoned American and Sherry-seasoned European oak casks.
Concurrently, The Macallan has refreshed its packaging across the portfolio. The new look features an updated bottle design, a color-coded labeling system, and enhanced wooden boxes for all expressions 25 years old and up, among other changes. The Macallan, which is set to open its new distillery and visitor experience in Speyside on June 2, grew 7% to 250,000 cases in the U.S. last year, according to Impact Databank.—Christina JelskiSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.