I recently had the privilege of attending one of the select The Macallan x David Carson art exhibitions celebrating their new collaboration, The Colour Collection. To quote one of my best friends, a whisky aficionado who was deeply jealous when I sent him a picture of where I was: “The Macallan has created not just a whisky, but a lifestyle. They are the Jimi Hendrix of whisky. You have no idea how lucky you are to be there right now.” I couldn’t disagree.
Upon entry at the Caesar’s Palace hotel, I tried a sample of their new whisky, before moving through a neon lit corridor which unfolded into the exclusive The Macallan x David Carson art exhibition. Inside, guests were offered a variety of The Macallan infused cocktails, while exploring the collaboration between these two visionaries, resulting in an artistic buffet for the senses.
Check out the Q&A with regional managing director of Edrington Global Travel Retail, Jeremy Speirs, below to learn about what makes this so special.
The new Colour Collection is a collaboration between The Macallan and world renowned graphic designer, David Carson. How did that come about?
“It’s centered around two of our six pillars, sherry seasoned oak casks and our natural colours. We are one of very few distilleries that use sherry oak casks and who do not add colouring agents to the whisky, and that’s what separates us from everyone else, our uncompromising dedication to the art. We have worked with David Carson before, and what he brings with his artistic mastery is unmatched. His design for the packaging is inspired from the south of Spain, Jerez de la Frontera, which is also where we season our casks, a vital location for who we are.”
What makes your sherry seasoned casks so special?
“These sherry casks cost 10x more than bourbon seasoned casks, and it makes no logical sense for us to use these casks, but we do, because we feel so passionately that it makes such a difference to the flavour of our whisky, for which we are so universally adored. Our accountants tell us there is no reason to do what we do as it’s so expensive, but it matters to us, and we take great pride in it.”
You’ve organised multiple immersive art exhibitions around the world for this limited edition bottle launch. What can attendees expect?
“I won’t spoil too much, but there’s five of them. London, Dubai, Singapore, Shanghai, and Los Angeles. It’s a fun, immersive experience where we walk you through the brand and our aged whiskies, ranging from 12, 15, and 18 years. We’re also activating this launch in airports, event spaces and through media and influencers.”
Do you have any future collaborations planned for The Macallan and other artists in the future?
We’re always collaborating with artists who share the same dedication for their respective profession as we do ours. We just joined up with Bentley a few years ago, and we have a few cars up at The Macallan estate, all of them electric. Bentley, like us, uses only the finest materials to make their cars, and craft is everything we do, so having the same kind of approach to everything we do is very important. And Bentley are actually planning to be fully electric by 2030, which is an amazing statement considering our own dedication to sustainability.”
In a world continuously slouching toward mediocrity, it’s a refreshing thought to know there are still those who deliver unparalleled excellence.
Check out The Macallan’s Instagram here, and David Carson’s here.
