The Macallan has launched a comprehensive rebrand of three core collections through a partnership with graphic designer David Carson. The Scottish distillery’s Double Cask, Sherry Oak, and Colour Collections will feature new visual identities starting in June 2025 in the United States.
Carson previously worked with The Macallan on the Colour Collection’s original design in 2023, and on The Macallan Concept 3 in 2020. His latest work extends across the broader Timeless Collections range, introducing updated packaging while preserving the whisky formulations inside each bottle.
Looking To The Past & The Future
The rebrand centers on several key visual changes that reference The Macallan’s production methods, both old and new.
The new bottle shape draws inspiration from the distillery’s distinctive architecture and sweeping green roof, which is a defining feature of the modern iteration of Macallan, which debuted in 2018.
A triangular shoulder label appears across all three collections. This design element represents Spain’s Sherry Triangle, the Andalusian region where The Macallan sources its sherry-seasoned oak casks. The label also connects the new packaging to previous iterations of these expressions.
“Like whisky, design is all about balance – with The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit,” Carson said. “Each detail, from the label designs to the bottle’s form, is a tribute to the mastery behind every dram.”
The rear labels now include cask type symbols that highlight the oak varieties used in each expression. These designs aim to communicate the flavor contributions from American and European oak casks.
“The Macallan has never stood still”: Enhanced Technology and Consumer Features
The Macallan has integrated new anti-counterfeit technology into the redesigned packaging. QR codes provide product traceability and offer consumers additional information about each product.
Jaume Ferras, Creative Director at The Macallan, explained the brand’s approach: “The Macallan has never stood still and never will. This distinctive new identity offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks, which contribute to the complex taste and flavor profiles in every bottle of The Macallan.”
The three collections maintain their established flavor profiles despite the packaging changes. The Double Cask Collection combines European and American oak casks seasoned with sherry wine. The Sherry Oak Collection uses exclusively European oak casks, while the Colour Collection features American oak casks seasoned with sherry from Jerez de la Frontera.
The redesigned expressions will roll out gradually across US markets beginning in June 2025.
Read the full article at The Macallan Revamps Its Brand Aesthetic With Packaging Redesign
