It appears The Edrington Group (owner of Macallan) are celebrating a 6% increase in sales of their over the past year by opening the first of a ‘new concept’ of whisky boutiques. The first of its kind opened at the Dubai International Airport (DXB) on 16th June and is now offering prestige single malts and exclusive bottles.
The Macallan Boutique is a partnership between the distillery itself and Dubai-based duty free wine and spirits specialist Le Clos. The boutique can be found in Terminal 3 at DXB and is part of a multi-million pound investment that will see Macallan stores open in key airports and cities across the world.
The DBX boutique has taken inspiration from Macallan’s relatively brand new 253 Million Dollar Distillery and visitors centre and showcases a ‘prestige wall’ of old and rare whiskies, including a select range of Fine & Rare bottling’s and travel retail exclusives.
Visitors to the boutique will be shown a video of the landmark distillery being built, and the dramatic light and sound show that marked its opening in July 2018.
‘This new concept of boutiques is an opportunity to really immerse yourself in the Macallan brand in a way you wouldn’t be able to in another store.’ Says Suzy Smith, managing director of Macallan in global travel retail.’
‘Particularly with the opening of the distillery last year, we’re giving people a chance to get to know the brand better if they don’t get a chance to go Speyside.’
Smith added that the next Macallan Boutique is being lined up to open in Heathrow Terminal 3 later this year, although domestic outlets are also being planned for ‘key destinations’.
Along with the brand new boutique comes the plan to upgrade the shops in their name in Taoyuan airport in Taiwan and Marina One in Singapore to mirror the look of the boutique. Big things happening in the world of Macallan. We wait with baited breath to see what comes next.