{"id":78772,"date":"2025-03-19T12:04:23","date_gmt":"2025-03-19T12:04:23","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=78772"},"modified":"2025-03-19T12:04:23","modified_gmt":"2025-03-19T12:04:23","slug":"the-macallan-introduces-harmony-guardian-oak-expression-to-travellers-in-china","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/the-macallan-introduces-harmony-guardian-oak-expression-to-travellers-in-china\/","title":{"rendered":"THE MACALLAN introduces Harmony Guardian Oak expression to travellers in China"},"content":{"rendered":"

The Macallan, the world-renowned single malt Scotch whisky, continues its global journey with the launch of the Harmony Guardian Oak in China. Following its activation at Singapore Changi Airport, the brand is further expanding its presence in travel retail, bringing its innovative collaboration with Cirque du Soleil to key travel hubs in Shanghai, Guangzhou and Hainan.<\/p>\n


\nThese activations immerse travellers in a sensorial and whimsical retail experience, celebrating both the release of Harmony Collection Guardian Oak, and its creative partnership with Cirque du Soleil. The centrepiece of the pop-ups is the Enchanted Tree which symbolises The Macallan\u2019s deep connection to nature and whisky craftsmanship. This striking installation is inspired by the storytelling and artistry of Cirque du Soleil SPIRIT, a tale of The Macallan brought to life through an immersive experience. Integrated into the spaces are rotatable disks that allow visitors to discover the SPIRIT Characters and their links to The Macallan\u2019s legacy. Enhancing the sensory engagement, the Experience Tray invites travellers to explore the role of oak in whisky-making featuring various oak chippings that highlight the different stages of The Macallan\u2019s cask journey.<\/p>\n

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The Macallan pop-up at Shanghai Pudong Airport Satellite Terminal 1 showcases an immersive retail space, blending digital touchpoints with sensory storytelling<\/em><\/p>\n

At the Guangzhou and Shanghai airport pop-up activations, visitors will be able to explore the Harmony Collection Guardian Oak through digital engagements, offering deeper insights into the whisky\u2019s inspiration, craftsmanship, and its unique collaboration with Cirque du Soleil. The pop-ups feature the Discover Your Expression tool, guiding shoppers on a journey of discovery to match their personal preferences and tastes with different bottlings of The Macallan. Additionally, travellers will have the opportunity to join The Macallan Society, the brand’s membership platform by signing up via its WeChat Mini Program. This initiative allows travellers to deepen their connection with The Macallan, staying informed about exclusive releases and experiences.<\/p>\n

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At both pop-ups, travellers can explore The Macallan\u2019s Discover Your Expression tool, an interactive digital tool that helps them find their perfect whisky match based on personal preferences and tastes<\/em><\/p>\n

\u201cThe Macallan is a brand that embodies craftsmanship and rich storytelling, we\u2019re proud to continue our partnership with The Macallan and bring exceptional experiences to key locations across China such as Hongkong Airport, Shanghai Airports, Guangzhou Airport, Hainan etc. We\u2019re excited to introduce travellers to the Harmony Guardian Oak through these pop-ups. Our customers are always looking for something special, and this launch brings them an exclusive opportunity to explore a truly unique whisky while travelling.\u201d<\/em> said Michelle Sun, China Duty Free Group Assistant General Manager.<\/p>\n

The pop-up in Guangzhou Baiyun Airport Terminal 2 (Departure) launches on 1st March 2025, followed by the pop-up at Shanghai Pudong Airport Satellite Terminal 1 (Departure) on 15th March 2025, with both running until June 2025. In addition to the pop-ups, The Macallan will have a prominent presence at Shanghai Pudong Terminal 1 and Terminal 2 Departures with promotional spaces running from the beginning of March to the end of April 2025. The brand will also introduce an updated window display in The Macallan Haikou Boutique. These activations provide travellers in China a unique opportunity to engage with The Macallan\u2019s artistry through a curated selection of experiences showcasing Harmony Collection Guardian Oak.<\/p>\n

\u201cChina is an incredibly important market for The Macallan, and we\u2019re thrilled to bring this special release to travellers here. Harmony Collection Guardian Oak is a whisky that tells a story, not just of The Macallan\u2019s craftsmanship, but of creativity and collaboration. These activations are about more than just whisky; they\u2019re about inviting travellers to experience The Macallan in a way that feels personal and memorable\u201d,<\/em> said Jeremy Speirs, Regional Managing Director \u2013 Global Travel Retail at Edrington.<\/p>\n

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The Experience Tray at The Macallan pop-up showcases the role of oak in whisky-making, featuring oak chippings that highlight different stages of the cask journey<\/em><\/p>\n

Harmony Collection Guardian Oak is the fourth release in The Macallan\u2019s Harmony Collection, a limited-edition series that celebrates the brand\u2019s deep connection to nature and wood craftsmanship. This edition focuses on the essential role of oak in whisky-making, highlighting the expertise and time required to craft The Macallan\u2019s distinctive flavour.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

The Macallan, the world-renowned single malt Scotch whisky, continues its global journey with the launch of the Harmony Guardian Oak in China. Following its activation […]<\/p>\n","protected":false},"author":4,"featured_media":78773,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,535,1,477,7093,7099,7097],"tags":[5877,69,39,4356,15980,15981,6179,3477,2519,11982,216,103],"class_list":["post-78772","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-duty-free-retailers","category-latest-news","category-latest-promotions-in-duty-free","category-luxury","category-spirits","category-wines-spirits","tag-china-duty-free-group","tag-duty-free","tag-dutyfree","tag-edrington","tag-guangzhou-baiyun-airport","tag-harmony-collection-guardian-oak","tag-shanghai-pudong-airport","tag-the-macallan","tag-the-macallan-duty-free","tag-the-macallan-harmony-collection","tag-travel-retail","tag-whisky"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/78772","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=78772"}],"version-history":[{"count":3,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/78772\/revisions"}],"predecessor-version":[{"id":78792,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/78772\/revisions\/78792"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/78773"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=78772"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=78772"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=78772"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}