The Macallan, a renowned single malt whisky brand, has just launched its latest global travel exclusive, The Harmony Collection Smooth Arabica. To accompany this launch, The Macallan has created two interactive and exciting shopper experiences that will immerse whisky enthusiasts in the world of coffee and whisky.
The Harmony Collection Smooth Arabica is inspired by the Ethiopian Arabica coffee bean and celebrates the world of coffee. The Macallan Whisky Maker, Steven Bremner, immersed himself in the art of coffee by hosting a masterclass with five world-renowned coffee experts at The Macallan Estate. The Harmony Collection explores The Macallan’s future packaging journey, with each release featuring distinctive packaging that incorporates organic by-products and gives them new life. The hybrid packaging for the Smooth Arabica was created using repurposed and recycled materials, including discarded coffee bean husks.
Drawing inspiration from the Arabica coffee bean from Ethiopia, Steven selected a combination of American and European oak casks to achieve the distinctive notes offered by the single malt. The Smooth Arabica conveys the flavors of a gently spiced and soft Americano, which come through at an ABV of 40% and can be paired with coffee to provide a new way to savor The Macallan.
From January 2023, whisky aficionados can look forward to immersing in and exploring the world of whisky and coffee at Singapore Changi Airport Terminal 3 Departure Hall and at Design Orchard.
Step into the World of Smooth Arabica at Changi Airport Terminal 3 Departure Hall: Celebrating the launch of this limited release single malt whisky, from 1 January 2023 to 28 February 2023, travellers will be invited to experience The Macallan Harmony Collection Smooth Arabica pop-up at Singapore Changi Airport Terminal 3 Departure Hall. Partnering with Changi Airport Group and Lotte Duty Free, travellers can learn more about the brand’s sustainability journey at the pop-up, an immersive retail space built from repurposed materials. The pop-up will also feature an interactive augmented reality (AR) experience to engage consumers and enable them to discover more about The Harmony Collection Smooth Arabica. Travellers can also walk away with a personalised bag of coffee beans that complement the tasting experience of Smooth Arabica.
An Experiential Pop-up in the Heart of the City at Design Orchard: In addition to the Singapore Changi Airport Terminal 3 Departure Hall airport retail experience, The Macallan will be taking over The Rooftop at Design Orchard from 14-18 January 2023, where brand lovers will be taken through a captivating experience with the Smooth Arabica. Led by the Alchemist café’s baristas and The Macallan’s brand ambassadors, guests will embark on a 60-minute journey where they will delve into the world of The Macallan Harmony Collection. Highlights include a cupping and tasting ritual, where guests will get to savor the new whisky while pairing it with coffee and popcorn, which is inspired by Bremner’s exploration of the art of coffee and its cultural significance, where he found the use of popcorn in traditional Ethopian coffee ceremony.