The Macallan has announced a new visual identity for three of its core whisky ranges. The updated packaging, designed by graphic artist David Carson, will feature on the distillery’s Double Cask, Sherry Oak and Colour Collections.
But before you start wondering whether your favourite dram has been fiddled with, rest assured, the whisky itself hasn’t changed.
While the liquid inside remains the same, the redesign modernizes how the brand presents itself, while reflecting The Macallan’s heritage.
Before you start wondering whether your favourite dram has been fiddled with, rest assured, the whisky itself hasn’t changed…
The refreshed packaging takes inspiration from the distillery’s distinctive architecture and the role of sherry-seasoned oak in shaping the flavour of its single malts.
A silhouette echoes the curves of The Macallan’s contemporary distillery building, opened in 2018 on the Easter Elchies Estate near Craigellachie. Meanwhile, a triangular label at the shoulder of each bottle references the ‘Sherry Triangle’ of southern Spain, Jerez de la Frontera, Sanlúcar de Barrameda and El Puerto de Santa María, where the brand sources casks seasoned with sherry wine.
New rear labels also include simplified icons to indicate the type of cask used, be they American or European oak, and all bottles now feature a QR code, for additional information as well as anti-counterfeit verification.
Carson, who previously designed the Colour Collection for the Speyside distillery, in 2023, said: “Like whisky, design is all about balance. With The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit.”
The Colour Collection’s original design served as a template for the new look, now adopted across the wider portfolio.
The Macallan Timeless Collections explained
The three Timeless Collections remain consistent in their flavour profiles and production methods. Here’s how they compare…
Double Cask Collection: A blend of whiskies matured in both American and European oak casks, seasoned with sherry, resulting in a balanced and universally approachable style.
Sherry Oak Collection: Matured exclusively in European oak sherry casks, known for producing a richer, spicier whisky with notes of dried fruit and wood spice. Think of this as the most classic Macallan profile.
Colour Collection: A lighter, more vibrant style of whisky, characterised by American oak maturation and natural golden hues. Expect citrus, vanilla and tropical fruit notes, for a lighter, brighter dram; it’s seen as the accessible introduction to The Macallan’s range.
The new-look bottles will begin to appear on shelves gradually throughout 2025, as part of a phased rollout across global markets. Keep an eye out.
The Dalmore has returned to its dunnage warehouses for a limited 14 Year Old single malt whisky finished in Semisecco Marsala casks. It’s the latest expression in the Distillery Select Series, a collection of limited-edition whiskies drawn from small parcels of stock at the distillery. First launched in 2024, each release in the Series is…
Penelope Bourbon has arrived in the UK, with three intriguing expressions and a fresh take on whiskey drinking. Founded in the US in 2018, Penelope has built its reputation around distinctive mash bills, barrel finishes and a growing collection of limited editions. For its UK debut, the blending-focused brand is introducing Four Grain Straight Bourbon,…
Brugal is bringing its Colección Visionaria series to a close with a limited-edition rum shaped by one of the Dominican Republic’s most familiar ingredients. Created by fifth-generation Maestra Ronera Jassil Villanueva Quintana, Colección Visionaria Edición 03 Coconut is the final expression in a three-part collection that explores Dominican culture through ingredients and rum-making techniques. Fore…
The Luxe Review 
The Macallan has announced a new visual identity for three of its core whisky ranges. The updated packaging, designed by graphic artist David Carson, will feature on the distillery’s Double Cask, Sherry Oak and Colour Collections.
But before you start wondering whether your favourite dram has been fiddled with, rest assured, the whisky itself hasn’t changed.
While the liquid inside remains the same, the redesign modernizes how the brand presents itself, while reflecting The Macallan’s heritage.
The refreshed packaging takes inspiration from the distillery’s distinctive architecture and the role of sherry-seasoned oak in shaping the flavour of its single malts.
A silhouette echoes the curves of The Macallan’s contemporary distillery building, opened in 2018 on the Easter Elchies Estate near Craigellachie. Meanwhile, a triangular label at the shoulder of each bottle references the ‘Sherry Triangle’ of southern Spain, Jerez de la Frontera, Sanlúcar de Barrameda and El Puerto de Santa María, where the brand sources casks seasoned with sherry wine.
New rear labels also include simplified icons to indicate the type of cask used, be they American or European oak, and all bottles now feature a QR code, for additional information as well as anti-counterfeit verification.
Carson, who previously designed the Colour Collection for the Speyside distillery, in 2023, said: “Like whisky, design is all about balance. With The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit.”
The Colour Collection’s original design served as a template for the new look, now adopted across the wider portfolio.
The Macallan Timeless Collections explained
The three Timeless Collections remain consistent in their flavour profiles and production methods. Here’s how they compare…
Double Cask Collection: A blend of whiskies matured in both American and European oak casks, seasoned with sherry, resulting in a balanced and universally approachable style.
Sherry Oak Collection: Matured exclusively in European oak sherry casks, known for producing a richer, spicier whisky with notes of dried fruit and wood spice. Think of this as the most classic Macallan profile.
Colour Collection: A lighter, more vibrant style of whisky, characterised by American oak maturation and natural golden hues. Expect citrus, vanilla and tropical fruit notes, for a lighter, brighter dram; it’s seen as the accessible introduction to The Macallan’s range.
The new-look bottles will begin to appear on shelves gradually throughout 2025, as part of a phased rollout across global markets. Keep an eye out.
The Dalmore Distillery Select series returns with a 14 Year Old Marsala-finished single malt whisky
The Dalmore has returned to its dunnage warehouses for a limited 14 Year Old single malt whisky finished in Semisecco Marsala casks. It’s the latest expression in the Distillery Select Series, a collection of limited-edition whiskies drawn from small parcels of stock at the distillery. First launched in 2024, each release in the Series is…
Penelope Bourbon arrives in the UK with three new whiskies and a trio of bold cocktail ideas
Penelope Bourbon has arrived in the UK, with three intriguing expressions and a fresh take on whiskey drinking. Founded in the US in 2018, Penelope has built its reputation around distinctive mash bills, barrel finishes and a growing collection of limited editions. For its UK debut, the blending-focused brand is introducing Four Grain Straight Bourbon,…
Brugal completes Colección Visionaria series with limited-edition coconut rum
Brugal is bringing its Colección Visionaria series to a close with a limited-edition rum shaped by one of the Dominican Republic’s most familiar ingredients. Created by fifth-generation Maestra Ronera Jassil Villanueva Quintana, Colección Visionaria Edición 03 Coconut is the final expression in a three-part collection that explores Dominican culture through ingredients and rum-making techniques. Fore…
Share this: