Whisky-making is like travelling through time, says Lai-Ching Kok, Managing Director of Edrington SEA-Pac. “At The Macallan, what we bottle today was created many years in
the past.”
Her words summarise the fascinating 200-year history of the single-malt Scotch whisky brand, which celebrated this milestone in Singapore at The Heart of The Spirit Experience in September.
With illustrations and poetry, the exhibition showed key moments in The Macallan’s history through the eyes of Spanish visual artist Javi Aznarez and Scottish novelist and poet Jenni Fagan.
Thanks to interactive activities and an immersive film, guests were transported back to 1824, when barley farmer Alexander Reid distilled his first batch of whisky in the smallest copper stills in Speyside in the northeast of Scotland. This led him to establish The Macallan Distillery.
Through such community-focused initiatives, Kok has underpinned the brand’s presence in the region and highlighted the importance of building lasting consumer relationships. She describes The Heart of The Spirit Experience as “a significant achievement, which reinforces The Macallan’s commitment to sharing its heritage throughout South-east Asia and the Pacific.”
“The younger generation is becoming increasingly discerning when it comes to choosing spirits. They are more aware of quality.”
To commemorate this occasion, The Macallan released Time:Space, a limited edition of 200 dual-chambered vessels containing vintages from 1940 and 2018. In addition, guests were served the whisky maker’s Time:Space Mastery, a sumptuous blend of 14 exceptional cask types, as another example of its innovation and craftsmanship.
The Time:Space Collection being unveiled for the first time in Singapore after its global launch at The Macallan Estate in Easter Elchies also resonated strongly with the audience. As Kok notes, “The overwhelmingly positive feedback and successful execution of the event affirmed that our objectives were not only met but exceeded as well, signalling strong consumer confidence and solidifying The Macallan’s position as a leader in the ultra-premium spirits industry.”
Discover how Kok plans to win over younger whisky lovers as she steers the brand into the future.
In what ways does The Macallan’s 200th anniversary celebration reflect its heritage and future plans?
In blending historical reverence with modern experiences, we demonstrate how we honour tradition as we embrace forward-looking opportunities and advancements in whisky-making.
What is The Macallan’s approach to balancing age-statement whiskies with non-age-statement expressions?
The Macallan integrates age-statement and non-age-statement whiskies by creating a diverse portfolio that caters to various consumer preferences. In taking this dual approach, we maintain our classic offerings and appeal to modern consumers seeking unique and novel experiences.
What is the difference between Asian and Western tastes and preferences?
South-east Asia is a young whisky market, with an increasing appreciation for single malt that reflects cultural heritage and evolving tastes. Scotch symbolises sophistication and authenticity. In Singapore last year, we opened the world’s first Macallan House, followed by Hong Kong last month. It is a testament to the growing demand for The Macallan in Asia.
In five years, what will be the demand for single malt whisky?
We see significant potential in South-east Asia’s emerging markets, where affluent middle and upper classes have a strong taste for luxury products. The growing popularity of high-end experiences and education will likely drive demand. The potential for growth and exploration in these markets is compelling.
With many Gen Z consumers drinking less or not at all, how can The Macallan remain relevant and appealing?
Creating immersive events like The Heart of The Spirit Experience, The Macallan engages Gen Z audiences with storytelling and interactive elements. Brands that offer a unique narrative, innovative production methods, sustainable practices, and limited-edition releases appeal to this generation.
We aim to remain relevant and appealing to this evolving market by aligning with their preferences. The younger generation of drinkers is sophisticated and well-informed. An increasing appreciation for consuming better spirits has led them to be highly discerning with their spirits of choice. In this group, The Macallan is an ideal choice.
