A New Era for The Macallan Timeless Collections
The Macallan has introduced its latest global brand initiative, You Know Me So Well, blending over 200 years of heritage with modern design and consumer experiences. The campaign launches September 18 and coincides with refreshed packaging for The Macallan’s Timeless Collections, including Double Cask, Sherry Oak, and the Global Travel Retail-exclusive Colour Collection. The redesign, created in collaboration with designer David Carson, honors the brand’s legacy while projecting a contemporary vision.
Limited-Edition Charms with Collectible Appeal
Central to the campaign is a collection of limited-edition glassware charms available nationwide at select bars and retailers. Each charm represents a core aspect of The Macallan:
- The Salmon – a tribute to the River Spey and the brand’s Highland provenance.
- The Peacock – symbolizing natural color and uncompromising craft.
- The Horse – representing The Macallan’s partnership with Jerez bodegas for sherry-seasoned casks.
Only three Horse charms will be released across the United States. Each unlocks entry into an exclusive chapter of The Macallan Society, granting access to experiences such as a journey through The Macallan Estate in Speyside, Scotland, and the historic bodegas of Jerez, Spain.
Nationwide Experiences Begin September 18
Beginning September 18, You Know Me So Well will roll out through a series of nationwide cocktail journeys, immersive pairings, and curated menus at influential bars and restaurants. Bartenders will guide guests through personalized flavor experiences tied to The Macallan’s sherry-seasoned cask heritage.
Charms will also be available at select premium retailers, where guided cocktail education and storytelling accompany purchases. Each charm box includes a QR code linking consumers to The Macallan Society for exclusive offerings.
Honoring Heritage While Creating New Rituals
Jaume Ferràs, Global Creative Director for The Macallan, stated: “‘You Know Me So Well’ is an invitation to rediscover The Macallan through a deeply personal lens. As we honor our 200-year legacy, this campaign marks an exciting new chapter. By merging our rich heritage with contemporary elements like collectible charms and personalized experiences, we are not only celebrating our history but also creating new rituals and connections with our consumers.”
To Find Out More Information
The You Know Me So Well campaign runs throughout the Month of Timeless Taste beginning September 18. Consumers can explore participating locations and experiences by visiting The Macallan’s official website. Updates will also be shared on Instagram via @the_macallan.
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