The Macallan whisky collections have a new look – David Carson has reinterpreted one of the world’s most iconic brands

The spirits market is experiencing significant growth worldwide, driven by rising demand for premium alcoholic beverages, as consumers increasingly seek quality, authenticity and brand heritage. In the European craft spirits market, the whisky category led the field with a 34.77% share in 2024, while grain-based spirits accounted for more than half of the total market. Demand for premium single malt and collector interest also gave new impetus to the demand for rare bottles, where The Macallan maintains a market leading position. In Hungary, the brand achieved a 44% value share and 41% volume share in the ultra premium scotch segment in 2024, while its share in the ultra premium+ category increased more than 2.5 times between 2022 and 2024, reaching 86%, while the volume share increased to 84%. This growth reflects strong consumer confidence in the brand and the outstanding performance of the portfolio.

The Macallan’s history began in 1824 and has since become synonymous with premium single malt Scotch whiskies. The brand’s position is further strengthened by the continued growth in demand for premium and artisanal whisky categories around the world. Combining The Macallan’s rich heritage and artisanal tradition with a forward-looking approach, the new design offers a fresh, modern perspective and vision that celebrates the brand’s unparalleled expertise and creativity. While the visual identity has been revamped, the whisky retains its distinctive, balanced and sophisticated flavour profile. David Carson was inspired by the distillery’s iconic undulating roof, the encounter between sherry and oak, and the brand’s 200-year heritage, creating an emotive, forward-thinking visual identity. The shape of the bottles and the structure of the labels recall the distillery’s unique building, the triangular shoulder label refers to the sherry region of Spain, and new barrel symbols on the back labels give a tangible sense of the origins of the aromas. Meanwhile, advanced anti-counterfeiting technology and a QR code system reveal the story of each whisky in detail.