Acclaimed American graphic designer and art director David Carson’s latest collaboration with The Macallan had him journeying some 200 years back in time to 1824, when barley farmer and schoolteacher Alexander Reid founded the leading malt whisky brand. Known for pioneering grunge typography, Carson first worked with The Macallan (Concept No 3) in 2021.
This year, he was tasked with reimagining The Macallan’s Timeless Collections, which include the Double Cask and Sherry Oak. “Like whisky, design is all about balance,” says Carson. “With The Macallan, I wanted to create a visual identity that honours its rich history while capturing its progressive spirit. Every detail, from the bottle form to the label typography, is a tribute to the mastery behind each dram.”
His starting point? The Macallan’s Six Pillars: Mastery, Exceptional Oak Casks, Sherry Seasoned, Natural Colour, Curiously Small Stills, and The Macallan Estate. With his artwork, Carson captures the essence, symbolism, emotion, and enduring role of each pillar in shaping the character of The Macallan single malt.
Among his references was the roof of The Macallan Distillery, which he translated into the bottles’ sculptural shape and quirky motifs. However, Carson was most influenced by the whisky’s exceptional flavour profile, which was influenced by the complex aromas of sherry-seasoned oak casks.
A triangular shoulder label, for example, serves as a subtle yet intentional nod to Spain’s Sherry Triangle, the birthplace of the sherry-seasoned oak casks that shape The Macallan’s natural colour and depth of flavour. The rear label, meanwhile, highlights the whisky’s tasting notes, its flavour, and the aroma from American and European oak casks.
But that’s not all. A closer look at a bottle reveals its unique QR code with cutting-edge anti-counterfeit technology to guarantee enhanced investment traceability.
“The Macallan has never stood still, and never will,” shares Jaume Ferràs, Creative Director of the brand. “This new visual identity provides a richer storytelling platform, from the sherry seasoning process to the oak casks that shape the flavour of every drop.” His team has poured considerable effort into ensuring The Macallan remains as elegant and exquisite.
The Double Cask Collection, matured in both American and European oak casks seasoned with sherry wine from Jerez de la Frontera in Spain, opens with a delectable blend of citrus, creamy toffee, and vanilla, gradually revealing baked fruits and a soft
spiciness as it ages.
Meanwhile, the Sherry Oak Collection embodies The Macallan’s depth and complexity. Crafted exclusively in sherry-seasoned European oak casks, these mahogany-hued single malts invigorate the senses with dried fruits, ginger, and a deep wood spice that intensifies over time.
The Macallan Timeless Collections are available at The Macallan House Singapore. Discover The Macallan 360 Experience at a public pop-up from 17 to 19 October, 2025; book a slot here.
