The Macallan Single Malt Scotch Whisky has unveiled its new luxury retail experience in Taiwan Taoyuan International Airport Terminal 2. The new retail experience is the first opening of the brand’s global boutique programme in Asia.
A multi-million-pound investment, The Macallan will open retail experiences in select cities and airports. This will enable more consumers worldwide to connect to the brand’s Scottish home in Speyside and give it the opportunity to showcase an exclusive range of whiskies within The Macallan’s portfolio.
The re-launch of the boutique in Taiwan marks the third retail experience to be opened by The Macallan since the programme launched in June at Dubai International Airport. This was followed by London Heathrow Terminal 5 in July.
A range of expressions, including vintages such as the latest addition to the Fine and Rare collection, The Macallan Fine and Rare 1979, a new expression aged in sherry casks and 40 years in the making are available in the boutique.
The boutique will also showcase The Macallan 72 Years Old in Lalique — The Genesis Decanter, The Macallan Boutique Collection and The Macallan Folio 5, in addition to releases from The Macallan Exceptional Single Cask range.
ASIAN BOUTIQUE PROGRAMME
Suzy Smith, Managing Director, Global Travel Retail, The Macallan said: “Taiwan Taoyuan International Airport was the setting for The Macallan’s first ever luxury retail experience and we are delighted that this is the location where we reveal the boutique programme in Asia.
“International travellers through Taiwan Taoyuan continue to grow — last year increasing to 46.53 million — and by refreshing the retail experience to ensure it mirrors the new boutique concept, we will continue to engage with existing fans of The Macallan and also create a lasting impression on a new generation of consumers in Asia.”
According to the company, the overall design of all The Macallan boutiques in the programme is inspired by the brand’s Speyside home. There is a signature oak lattice centrepiece, providing a direct and highly visual connection to the roof of the The Macallan Distillery Experience.
The space is designed to give a sense of familiarity to visitors — from single malt aficionados to those exploring the world of The Macallan for the first time. Visitors to The Macallan boutiques will be invited to discover the luxury world of The Macallan through a multi-sensory experience incorporating scent and taste, both memorable and shareable.
The Ever Rich Spokesperson commented: “The re-launch of The Macallan Boutique in Taiwan embodies the innovation, storytelling and dedication to luxury retailing which have made The Macallan a powerful brand in the single malt category. This is therefore a natural partnership and marks the next chapter in our long-standing relationship with the iconic single malt.
“This partnership and exclusive launch are important and significant for Ever Rich, as we remain committed to offer fresh, engaging and exciting experiences to delight shoppers at our airport and downtown stores.”