The Macallan, in partnership with Everrich Duty Free, has opened its first ever boutique at Taiwan Taoyuan International Airport. Inspired by The Macallan’s new distillery and visitor experience (set to open in early 2018), the boutique brings to life the brand’s heritage and celebrates the relentless pursuit of perfection through engaging storytelling and compelling experiences.
Through a number of detailed design elements and interactive digital installations, the 44m2 space takes travellers on a journey of discovery and exploration, giving them unique insight into the DNA of the world’s ultimate luxury spirit – The Macallan. At the centre of this journey is the story of the wood which plays a crucial role in the creating this truly extraordinary single malt. This is reflected in both the design and architectural touches, as well as experiential elements featured in the boutique:
The Wonder Wall: Attracting travellers into the boutique through an immersive video content wall featuring the brand story from acorn to glass.
Master of Wood: Highlights the importance of wood to The Macallan and introduces shoppers to the three cask types that its whisky matures in: European and American Oak casks seasoned with sherry and American Oak casks seasoned with Bourbon. Wood sits at the heart of The Macallan. The vital contributing influences of Spain, North America and Scotland, together with the mastery of The Macallan’s whisky makers, sets it apart from competition.
Master of Taste: The interactive engagement table gives consumers the opportunity to explore and discover the prominent aromas and flavours of The Macallan through an interactive nosing and tasting experience. Based on their favoured preferences and drinking style, digital displays then recommend the perfect expression.
Master of Convenience: Offering consumers easy selection of the core expressions of The Macallan, the branded corner is equipped with a transparent, sliding interactive screen that provides consumers with more information of each product within the range.
Master of Gifting: A dedicated space for personalisation, gift packing and sale of festive or seasonal products.
“Consumer engagement and storytelling is at the heart of our strategy for growing The Macallan. From the story of the wood which is used to create our casks, through to the exceptional nature of the spirit itself, our new boutique tells the story of The Macallan creatively, innovatively and in a highly compelling fashion which we believe will resonate strongly with consumers. By using elements from our new distillery and visitor experience, we wanted to give people a glimpse into the future and The Macallan’s state of the art brand home,” commented Coral Gill, Regional Brand Director, APAC and Global Travel Retail.
Alongside The 1824 Collection, The Macallan’s travel exclusive range, The Macallan Boutique houses the widest range in duty free. Ultra rare and exceptionally fine expressions are elegantly showcased in their own dedicated space. To celebrate the opening in Taiwan, a series of boutique exclusive, limited edition items will also be made available only in The Macallan Boutique in Taiwan.
“There are very few single malt brands with the appeal, heritage and brand equity to support an initiative like this,” said Aristotelis Baroutsis, Managing Director of Edrington Global Travel Retail. “It’s a testament to The Macallan’s standing and the popularity it enjoyed in Taiwan – the largest duty free market for The Macallan in the world – that we are able to deliver this unique experience here. We hope to engage not only with existing fans of The Macallan and whisky connoisseurs but also create a lasting impression on a new generation of consumers in Asia through an immersive and memorable experience.”
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