THE Macallan has unveiled a new look across its range of single malt whiskies.
The new broad-shouldered bottle design takes its inspiration from The Macallan Rare Cask and Rare Cask Black packaging and features a chevron cut into the bottles as it tapers toward the neck.
The new bottles have an anti-refill enclosure and anti-counterfeit technology in a bid to ensure that consumers are protected at the point of purchase. The outer packaging has also been updated.
Glen Gribbon, marketing director at The Macallan said, “With this bold new design we want to do justice to the extraordinary whisky inside the bottle which, of course, is what we at The Macallan and every whisky fan worldwide really cares about.
“We think the new bottle looks as good in a world-class bar as it does on a table at home being shared with friends. In addition, we have invested thousands in developing anti-refill and anti-counterfeit technology to protect customers.”
The redesign comes as The Macallan seeks to refine its portfolio, following feedback from customers and consumers, which will see its Fine Oak range renamed Triple Cask Matured.
Glen added, “By consolidating our core range to Sherry Oak, Double Cask and Triple Cask Matured we’re able to highlight the variety of whisky coming out of our distillery and also to encourage new and existing fans to try The Macallan across a variety of occasions.”
