Reinterpreting an iconic brand

The Macallan has given its visual identity an overhaul: David Carson, one of the most famous graphic designers in the world has reimagined the Double Cask and Sherry Oak Collection series.

This article is available for reading in Trade magazin 2026/04

The new look was inspired by the distillery’s distinctive roof structure, the meeting of sherry and oak, and the brand’s nearly 200-year heritage. In Hungary The Macallan became the leading brand in the ultra-premium and ultra-premium+ Scotch whisky categories by 2024, with an outstanding market share of over 80% in the latter.