A fresh focus as category soars

The Macallan eyes growth in Glasgow amid Scotch boom

The core range has three expressions: Sherry Oak, Double Cask and Triple Cask Matured

GLASGOW is to be a major focus for Speyside single malt The Macallan after an overhaul of its core whisky range.

Distributor Edrington-Beam Suntory UK has prioritised around 50 outlets in and around the city and will be working with them to highlight the Macallan range on their back-bars.

Venues have been divided into three ‘tiers’, with the top tier consisting of venues that will stock the entire Macallan range, through to the third tier that may only have a few bottles. Support will include staff training and events such as food pairings and whisky dinners.

The new focus also sees Macallan Double Cask 12, one of the distillery’s flagship malts, being made available to outlets in the city for the first time.

Previously the expression, which is matured in a combination of sherry-seasoned American and European casks, was primarily an export brand, with UK listings limited to a small number of venues in London. In order to create the expression, virgin oak casks are bought from the US and shipped to Spain, where they are sherry-seasoned before being shipped to Speyside to be filled with spirit. This liquid is then married with spirit matured in sherry-seasoned European casks.

The Macallan range has recently been tweaked to make it consistent across the world.

Changes included rebranding the distillery’s Fine Oak range to Triple Cask Matured, and Macallan Gold as Macallan Double Cask Gold.

The core range has now been streamlined into three distinct expressions: Sherry Oak, Double Cask and Triple Cask Matured.

Speaking to SLTN Scott McCroskie, managing director of The Macallan, said it is an exciting time for Scotch whisky in the on-trade.

“The great news is there’s a real high level of interest in whisky at the moment,” said McCroskie.

“The consumer demand we’re seeing right around the world is incredible. There’s a real buzz about it. So I think there’s a great opportunity. People are willing to learn; they’re interested in the product.

“And I think the key is having the knowledge and the education that the trade can pass on to the consumer – not to bore them to death, just to highlight the interesting differences (between whiskies). Consumers love that at the moment.

“And it’s a great category for the trade; a value-enhancing category.”