Macallan Masters of Photography Exclusive Edition

[John]

Maxxium Travel Retail is unveiling an exclusive colour edition of The Macallan Masters of Photography bottling this month with Gebr Heinemann at the Luxury Lounge at Frankfurt Airport.

The limited-edition bottling of The Macallan Fine Oak 30 year old single malt numbers just 1,000 bottles. Produced in association with Scottish photographer Rankin, it is the first of a series of editions by world-famous photographers.

Each limited-edition bottle displays a bespoke label featuring one of the Rankin images, accompanied by the original Polaroid.

From the 1,000 images taken on The Macallan estate, only 189 of these were in colour. These colour images are exclusively available to global travel retail and are presented in a red leather box, making this particular series even more collectable, Maxxium added.


The Macallan Masters of Photography edition brings together two art forms - whisky making and photography
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The images captured by Rankin depict a range of locations around The Macallan estate, including Easter Elchies House, the distillery, dedicated craftspeople and still life images of the surrounding flora and fauna. Many of the images are further enhanced with artistic life form studies featuring Tuuli, Rankin's muse.

Returning to his homeland, Rankin was invited to The Macallan's Speyside estate to interpret the whisky brand through his camera lens.

The global travel retail colour series of The Macallan Masters of Photography edition was first launched with DFS Group in the US late last year.

DFS Group Vice President Global Merchandise Manager, Liquor & Tobacco John Hoover commented: "We are honoured that The Macallan chose DFS as the exclusive travel retail company to launch this limited edition series. We have had great success with The Macallan range worldwide, including launching the first Macallan Cathedral merchandising display in both Singapore and North America. We look forward to continuing to drive this luxury brand as the strategy and values match those of DFS."?

The Edrington Group Area Director for Global Travel Retail William Ovens said: "The Macallan has enjoyed the most dynamic growth of any single malt in travel retail in recent years, experiencing significant success with innovative and premium products.

"The Masters of Photography Rankin limited-edition bottle reinforces The Macallan's position as being leaders in innovation within luxury single malt scotch. We are confident that the rarity and unique individuality of each of these limited editions will be well received by Gebr Heinemann, other selected outlets and consumers."?

Demand for The Macallan's range of premium whiskies has increased by +87% over the last five years, particularly in global travel retail where it has moved from number four to number two in the malt rankings.

The Macallan Masters of Photography Fine Oak 30 year old bottles will be available from select global travel retail outlets for an RRP of €1,150 or equivalent.

John

Source: The Moodie Report