In an exhilarating celebration of its 201-year legacy, The Macallan has introduced a revolutionary visual identity for its Timeless Collections, crafted by the renowned designer David Carson.

Every sip of whisky is a journey through time, and The Macallan is stepping into a bold new era, blending its rich history with innovative design that captivates the senses. This transformation shines through the Timeless Collections, a hallmark series of single malt whiskies.

Carson, a pioneer in graphic design known for his groundbreaking work in publications like Ray Gun and iconic campaigns for brands such as Nike and Pepsi, infuses this reimagined identity with his unique flair. His previous collaboration with The Macallan on Concept No. 3 set the stage, showcasing a moody, layered aesthetic that resonated with whisky enthusiasts.

This complete redesign goes far beyond mere aesthetics. The traditional packaging has been replaced with a sculptural bottle inspired by the green roof of The Macallan Distillery. The triangular shoulder label symbolizes the Sherry Triangle in Andalusia, the source of the distillery’s sherry-seasoned casks, while the new rear label brings tasting notes to life. QR codes and anti-counterfeit features provide drinkers with vital information about the product, seamlessly merging design and functionality.

Yet, the allure of these bottles transcends their striking appearance. This redefined visual identity encapsulates The Macallan’s vision: harmonizing the past, present, and future in a way that is simultaneously familiar and groundbreaking.

At the heart of this transformation lies The Macallan’s Six Pillars—Estate, Curiously Small Stills, Exceptional Oak Casks, Sherry Seasoned, Natural Colour, and Mastery. Carson artfully channels these elements into designs that reflect the balance of cask, spirit, and time, reminiscent of the intricate flavors in every dram.

"Just like whisky, design is about achieving balance," Carson noted. "With The Macallan, I aimed to create an identity that pays homage to its illustrious history while embracing its innovative spirit. Every detail celebrates the craftsmanship behind each dram."

Exploring the Three Signature Collections

The Timeless Collections showcase The Macallan’s unwavering commitment to quality and character. Each collection, while grounded in the same fundamental craftsmanship, has evolved over the decades, offering unique flavor profiles influenced by different cask selections and visual styles.

The Double Cask Collection strikes a delicate balance, utilizing both American and European oak casks seasoned with sherry. This results in a smooth whisky with gentle notes of citrus and creamy toffee, enriched by soft spices and the fullness of baked fruit.

Darker and more intense, the Sherry Oak Collection predominantly features European oak casks. Its profound mahogany hue hints at rich flavors of dried fruit, ginger, and warming wood spice.

In contrast, the Colour Collection celebrates vibrancy and nuance, sourced mainly from American oak casks seasoned with Jerez sherry. Its lighter, fresher style reveals bright citrus and vanilla notes, evolving into tropical fruit flavors with age.

Jaume Ferras, creative director at The Macallan, emphasizes, "The Macallan has always evolved and will continue to do so. This distinctive new identity communicates our story through visual cues—from sherry seasoning to the oak casks that shape the taste of every bottle."

The redesign reflects The Macallan’s enduring ethos of craftsmanship, honoring tradition while welcoming evolution. Carson’s artistic vision invites drinkers to view The Macallan from a fresh perspective—encouraging them to bask in the beauty of both the whisky and the artistry surrounding it.