DESIGNJUNCTION PUTS THE MACALLAN IN THE FRAME

For the first time The Macallan single malt whisky, distributed by Maxxium UK, hosted its own special Masterclass and sampling at this year’s designjunction. The Macallan engaged with over 5,500 people throughout the course of the five day event, which is now in its second year and took place in London’s Sorting Office, showcasing the finest selection of international design brands.

Building on the success of The Macallan’s Masters of Photography series involving iconic photographers such as Albert Watson and Rankin, the luxury single malt whisky recently commissioned Annie Leibovitz for the third edition of its award-winning Masters of Photography series.

Those attending this year’s designjunction had the opportunity to visit The Macallan Masterclass lounge for an introduction to the brand and The Masters of Photography project. This was brought to life through displays of Kevin McKidd shot in NYC by Annie Liebovitz, capturing The Macallan moment, while providing an insight into the inspiration behind The Macallan Masters of Photography series.

Guests had a unique opportunity to sample the newest arrival to The Macallan’s portfolio, The Macallan Gold, the first in the new 1824 series, exclusively available in the UK until spring 2013.

The Macallan team also distributed over 4,800 Gold n’ Soda cocktails at the VIP and press launch and at the Pecha Kucha Friday evening event, ensuring The Macallan was at the front of influencers’ minds.

Peter Sandstrom, Marketing Director at Maxxium UK, commented: “Those attending designjunction had a natural affiliation with design and photography, making it an ideal platform to allow us to build our brand further. We want to reach out to both existing Macallan fans and also new consumers who share our passion for art and photography, but who may not be familiar with our single malt whisky. designjunction provided us with the perfect opportunity to do this. It was also another great way to give people a chance to see for themselves our superb collaboration with Annie Leibovitz, which has global appeal, learn more and be inspired by our Masters of Photography series.”

The Macallan Masters of Photography: Annie Leibovitz Edition sees Leibovitz bring to life the essence of the luxury brand through her unique photographer’s eye, with renowned Scottish actor Kevin McKidd cast in the role of leading man. The collection comprises 1,000 bottles of which there are four different single malt expressions crafted to reflect the mood of the signed Annie Leibovitz print, that each is paired with.  Shot against four dramatic backdrops in and around New York City, Annie Leibovitz captures the brilliance of a moment where everything comes together, showcasing the stature of whisky as an icon of taste and masculinity.

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About The Macallan: 

Founded in 1824 in the heart of Speyside, The Macallan was one of the first distilleries in Scotland to be legally licensed. Since then it has built a reputation as one of the world’s leading single malt whiskies.  The creation of The Macallan draws on the vital contributing influences of Spain, North America and Scotland, and of their respective natural raw materials, combined with traditional methods and craftsmanship. From its founding, through the subsequent owners of The Macallan distillery in the nineteenth and twentieth centuries and into the present century, The Macallan has been recognised for its outstanding quality above all else. Today this remains the foundation for the worldwide fame of The Macallan and is such that it is truly “The Last Word” in luxury and at the heart of those special moments brought alive over a glass of The Macallan. 

The Masters of Photography: 

The Annie Leibovitz Edition is the third in the award winning The Macallan Masters of Photography series. The previous two editions were authored by Rankin and Albert Watson. These unique limited edition collections perfectly conjoin the art of whisky making with the artists interpretation of the world of The Macallan as seen through their photographers eye.

The Macallan Masters of Photography Annie Leibovitz images:  

The Library – This historic location, modelled on Sir Walter Scott’s library in his home in Abbotsford in the Scottish Borders, provided a setting rich in heritage suited to McKidd’s seated, powerful and reflective moment.  The deep red mahogany 1995 whisky with rich notes of raisin and chocolate orange has a long, lingering finish which matches the contemplative mood of the shot.

The Gallery – In the National Gallery of Scotland in Edinburgh hangs ‘Niagara Falls from the American side’ by renowned artist Frederic Edwin Church (1826-1900).  His private gallery in Upstate New York provides an indulgent backdrop to the intense, sensual moment the actor shares with his leading lady. In its accompanying 1989 single malt, burnished oak gives out a rich intensity which, like the image, has a dry finish that teases.

The Bar – Shot in the Red Spot Bar, nestled in the town of Hudson, the mood is upbeat, lively and relaxed as Kevin McKidd meets up with friends to enjoy a glass of The Macallan together.  Like McKidd, the note of Vibrant Oak in the 1991 bottle, makes a statement but is refined enough not to dominate.

The Skyline – The actor is literally on top of the world, as he stands heroically on the iconic Tudor City building against the breath-taking Manhattan skyline at day break.  The dawn light in the shot is complemented by the lemon and citrus fruit nose of the light gold-coloured 1996 whisky.

Maxxium UK:

Maxxium UK Limited is a company registered in Scotland under the Companies Acts (Registered number SC203623) and has its registered office at Maxxium House, Castle Business Park, Stirling, FK9 4RT, to which address any notices should be sent.

Maxxium UK Limited is part of the global sales and distribution alliance between Beam Global Spirits and Wine Inc and The Edrington Group. Its portfolio of premium spirits includes: The Famous Grouse, Teacher’s and Cutty Sark blended Scotch; Highland Park, Laphroaig and The Macallan single malts; Courvoisier cognac; Jim Beam and Maker’s Mark bourbon. In addition Maxxium has premium brands across a number of other drinks categories including Sourz, Brugal, After Shock, Sauza and Harveys. Maxxium UK also represents third-party drinks brands including Stolichnaya vodka, Bols liqueurs, Galliano and The Glenrothes.

For further information on our brands and how to enjoy them log on to www.mixxit.co.uk

The timeless reputation of The Macallan is founded upon Six Pillars:  

The Spiritual Home

Easter Elchies House proudly watches over The Macallan distillery in Speyside, Scotland. Built in 1700, this Jacobean manor house is The Macallan’s spiritual home. 

Curiously Small Stills

The Macallan’s curiously small and uniquely shaped copper stills help to concentrate the flavour of the ‘new make’ spirit. 

The Finest Cut

The ‘cut’ is the amount of distilled spirit collected from the stills as ‘new make’ spirit. The Macallan takes one of the finest ‘cuts’ of any distillery in Scotland; typically just 16% goes forward to fill or our casks.  

Exceptional Oak Casks

The Macallan’s unfaltering obsession with selecting exceptional oak casks brings an unsurpassed, timeless quality to The Macallan. 

Natural Colour

The Macallan insists upon Natural Colour. It is the interaction of spirit and wood alone which delivers the rich variety of colour, aroma and taste evident through out the range. 

Peerless Spirit

The Macallan remains the single malt against which all others must be judged. It is celebrated far and wide by experts and discerning drinkers as the world’s most precious whisky.

The 1824 Series

The Macallan has unveiled The 1824 Series, a range showcasing two of its greatest strengths; oak sherry casks and natural colour.

Bob Dalgarno, The Macallan Whisky Maker, has created four expressions by identifying the natural colour formed during maturation in different casks types to create the character informed by these colours. The expressions are Gold, Amber, Sienna and Ruby, all names reflecting the actual colour of the whiskies in the range, but also describing naturally occurring minerals and metals.

This innovative approach to whisky making is the first to derive the final character from the natural colours drawn into The Macallan from the oak sherry casks over the years of maturation. It has allowed Bob Dalgarno to assess the broadest range of casks delivering an unrivalled range of natural colours.

Bob Dalgarno, Whisky Maker, The Macallan, said, “The Macallan world of colour is the true inspiration of the 1824 Series.  Using colour to drive and define a whisky differs dramatically from the conventional age approach, allowing us to explore different casks and take a more flexible approach to our stock.  We have been able to work creatively with the full range of matured stock available, rather than working to a pre-determined character based on age. For me, the key thought in this range is that a great single malt doesn’t need to be 30 years old to taste like a 30 year old.”

By drawing on his broadest range of skills in cask selection, Bob has been unshackled by the need to draw on casks selected first and foremost for their age.  His expert skills ensure consistency through the effective management and selection of the casks which provide the spectrum of natural colour and character essential to The Macallan.

Tasting notes: 

Gold – a burnished gold spirit offering a lemon citrus nose, then orange peel and sweetness that softens but doesn’t eliminate the zest. A note of vanilla followed more assertive by dark chocolate – with lingering floral and light oak notes. Citrus and boiled sweets dance on the palate, along with hints of ginger and cinnamon, while soft oak tones reveal toasted apples. The finish is medium sweet, malty and slightly dry.  

Amber – a floral, citrus sweet nose gains presence, commanding a chorus of sweet vanilla notes over freshly harvested grain. Raisin, sultana and cinnamon look on as toffee apples and candy floss step into the limelight. On the palate, fresh green apples and lemons mingle with cinnamon. Ginger notes hover as fruit takes over, with subtle oak lingering. The finale is light to medium, with soft fruits and cereal, slightly dry. 

Sienna – a warm opening with a subtle vanilla nose, persistent yet not overpowering. Orange arrives, turning zesty and sharp, though tempering green apples add freshness and balance. Next comes white chocolate truffles, chewy and sumptuous, with elegant oak notes. Dates, figs and raisins lead the palate then make way for nutmeg and ginger with a splash of oranges and apples, before vanilla returns. The final fanfare is gentle, smooth and warming. 

Ruby – Spanish Oak piques the nose before reluctantly admitting rich, dried fruits and an edgy trickle of treacle. A hesitant sweetness enters, then oak returns, burnished and mature. On the palate a rush of ginger, nutmeg and resin herald orange, sultana and raisin with their restrained but pervasive sweetness. Clove is here and gone, leaving oak the undisputed maestro. The finish of this ruby-red spirit is long, lingering and reflective.