A Milestone Moment for The Macallan
Very few liquor brands have the heritage, appeal and cache to support a standalone boutique. It’s a concept Johnnie Walker has successfully adopted, and one or two other brands have experimented with. It’s a testament to the power of The Macallan brand that they recently opened a stunning boutique in Taiwan Taoyuan Airport, in partnership with EverRich Duty Free. The FILTR team was fortunate enough to be there at the official ribbon-cutting ceremony, along with Dermot Davitt from The Moodie Davitt Report, the official media partner for the opening.
The boutique itself is impressive. It’s eye-catching and high-quality, but relatively understated – in keeping with Macallan’s ethos. There’s some really neat interactive digital features to take customers through the Macallan range and help them understand a little more about the various scents and flavors they might pick up from the different whiskies and which products map to their personal preferences. There’s also the most extensive range of The Macallan in travel retail on offer, several of which the lucky attendees got to try over a fantastic lunch at Ever Rich’s restaurant.
Although it’s not the ultimate goal for Edrington, The Macallan will likely soon take the top spot in the single malt duty free category if it continues on its current growth path, and with this level of innovation and investment on show, it’s not hard to see why.