The Macallan, renowned single malt Scotch whisky, has unveiled a striking pop-up at Shanghai Pudong International Airport (Satellite Terminal 1 Departure) which invites travellers to discover the brand’s rich sherry seasoning story through the lens of the travel exclusive Colour Collection. One of The Macallan’s six pillars – the foundation stones for the character of The Macallan and the creation of its rich spirit – sherry is the lifeblood of The Macallan, connecting every element of the brand’s story and craft.
Sherry forms the common thread between The Macallan Timeless Collections – Sherry Oak, Double Cask and Colour Collection – influencing both the natural colour and the distinctive flavour profile of each expression. The travel exclusive Colour Collection is a tribute to sherry’s origins, inspired by the vineyards in Jerez de la Frontera, and celebrates the vibrant culture, community and craftsmanship behind the creation of sherry wine.
In Jerez de la Frontera, Spain, exquisite sherry wines season American and European oak casks, imparting rich flavours before their voyage to Speyside. Upon arrival, sherry seasoned oak and new make spirit meet, and the two begin The Macallan’s renowned “long sleep”. Alchemy occurs, and over time, the seasoned oak imparts the deep natural colours, aromas and flavours that define The Macallan’s whisky. This journey ensures every drop of The Macallan is a testament to the mastery and tradition that defines the brand.
‘Discover our sherry journey’ in Shanghai
The Macallan pop-up at Shanghai Pudong International Airport brings this sherry seasoning journey to life via multiple touchpoints designed to deliver immersive storytelling and engagement.
A key feature of the pop-up is the sherry journey experiential wall, featuring artwork designed by David Carson, which enables guests to experience the sherry journey in an immersive and sensorial way. The wall includes 3D grapes, a textured surface to mimic the chalky white Albariza soil in which the sherry bodegas grow the Palomino grapes, an original The Macallan cask head, a 3D model of the Valdespino Bodega and a lightbox showcasing The Macallan’s award-winning distillery. The wall also features three clocks set at different times representing three transformations – one each for Ohio, Jerez and Speyside. From acorns, The Macallan’s oak grows tall and strong over a century in the forests of Ohio before it is shaped and seasoned in the bodegas in Jerez and then laid to rest in The Macallan distillery.
An eye-catching The Macallan universe sculpture further brings to life the brand’s key messages in a visually captivating way. Each sphere on the universe structure represents one of The Macallan’s Six Pillars: Mastery, Exceptional Oak Casks, Sherry Seasoned, Natural Colour, Curiously Small Stills, The Macallan Estate.
The Shanghai Pudong space also features other collections from The Macallan portfolio, including a dedicated showcase of The Macallan Fine & Rare 2000 and the latest addition to the limited release The Macallan Harmony Collection – Inspired by Organic Cherrywood Lapsang Tea, exclusive to travel retail. Shoppers can discover the story behind this release via an experiential display that draws inspiration from the artistry and intention of traditional tea rituals. This release, as well as selected Colour Collection expressions, is also available to sample through a tasting experience.
Elevation through personalisation
To elevate the shopping experience, a personalisation ritual is available for The Macallan Colour Collection 18, 21 and 30 Years Old expressions. Shoppers can select a bespoke bottle cap accessory, available in three different colours, with an initial of their choice. Any The Macallan purchase can be gift-wrapped in David Carson-designed wrapping paper inspired by the sherry journey and finished with a coloured ribbon. These customisation services are also available at all The Macallan Boutiques and The Macallan shop-in-shop at CDF Sanya International Duty Free Shopping Complex in Haitang Bay.
Further engagement with shoppers at Shanghai Pudong International Airport
A smaller high-profile promotion at Shanghai Pudong International Airport Terminal 2 showcases The Macallan Colour Collection and The Macallan Harmony Collection Inspired by Organic Cherrywood Lapsang Tea. This promotional space drives storytelling through a ‘Discover our sherry journey’ interactive tool – a smaller version of the experiential sherry journey wall, featuring facts about The Macallan and the influence of sherry on rotating wooden disks.
The high-profile promotion features an experiential display echoing the structure of a ceremonial tea tray, which brings to life the story of Harmony Collection Inspired by Organic Cherrywood Lapsang Tea. The design uses curated items – including JING tea leaves, a Peacock tea pet representing The Macallan’s natural colour, and other storytelling elements – to reflect the conceptual narrative behind the whisky. This immersive setup invites travellers to explore the parallels between single garden tea and single malt whisky.
Alessandro Felicani, Edrington Marketing Director – Global Travel Retail, commented: “Sherry is the thread that connects every element of The Macallan’s story and craft – it’s our attention to detail across every step of the journey that sets The Macallan apart from other single malt Scotch whisky brands. With storytelling at its core, the pop-up at Shanghai Pudong International Airport guides shoppers through The Macallan’s distinctive sherry seasoning journey in an immersive, compelling way – effectively captivating travel retail consumers who are in the exploration mindset. Our continued investment in retail excellence and exceptional experiences in China is key to winning over today’s travel retail consumers who seek a meaningful connection with brands in this important market.”
