The event hosted 34 members from Ever Rich and paid homage to The Macallan Estate, taking the guests on an immersive journey that brought the Red Collection to life. The collection itself includes the 40-year-old, 50-years-old, and 60-year-old expressions, which are the oldest ongoing expressions offered by the brand.
The Macallan Red Collection takes inspiration from the colour red’s prominent presence throughout the history of the brand and features limited releases of rare, aged expressions.
The three expressions will be accompanied by high-aged guest releases, commencing with The Macallan 71 Years Old, The Macallan 74 Years Old, and The Macallan 78 Years Old. These incredibly rare single malts are among the world’s oldest Scotch whiskies, with The Macallan 74 Years Old and The Macallan 78 Years Old being the oldest bottlings ever released by the brand.
At the event the guests were provided with a whisky pairing dinner, featuring specially curated Macallan expressions and red themed cocktails, as well as an artist on hand to create personalised caricatures for each guest. The event culminated in a live video interview with The Macallan master whisky maker Kirsteen Campbell, conducted by Taiwan brand ambassador Bruce Lin.
Through the combination of storytelling and immersive elements, the event created a significant buzz among some of Ever Rich’s most important customers – resulting in Red Collection sales of US$1.93 million.
Edrington regional managing director global travel retail Jeremy Speirs, commented: “The response to the Red Collection around the world has been extremely positive, highlighting the continued appeal of rare and exclusive bottlings from The Macallan in the travel retail channel. We thank Ever Rich for their ongoing partnership and support in organising this stunning event and look forward to building on this momentum with future initiatives.”
An Ever Rich Duty Free spokesperson, said: “Events like these, which deliver an engaging brand experience, are pivotal in driving brand loyalty amongst our most valued customers. It was our honour to present The Macallan Red Collection to our VIP customers at an event which was befitting the world’s most valuable single malt.”