At a recent event in Lagos, The Macallan unveiled its new visual identity, blending heritage with design, sustainability and storytelling into a clearer, more deliberate expression of the brand, Vanessa Obioha writes
Storytelling has always been the quiet currency of whisky. Whether it is the journey from cask to glass, from maker to drinker, or even the place where it is made, there is always a story behind every glass raised. Few brands, however, present these stories with the same clarity and intent as The Macallan, where every gathering goes beyond a sensory experience, drawing guests into the compelling world of the craft, the characters, and the careful process behind each bottle.
For instance, in 2024, when it marked its 200th anniversary, the brand transported guests into its world of heritage, luxury, and craftsmanship during a two-day event in Lagos, which also served as the launch of Tales of The Macallan Volume II.
This intentional art was on display again recently in Lagos, when the whisky brand unveiled its new identity at an event that reflected its commitment to quality and storytelling.
Held at The Anthonia by Civic Centre in Ikoyi, the renowned single-malt Scotch whisky introduced its redesigned Double Cask and Sherry Oak collections through the Timeless Collection, marking the debut of its new visual identity in Nigeria. Guests from the creative and business sectors experienced the design firsthand, while also embarking on a guided tasting of the collections.
The Macallan’s brand identity dates back over 200 years to its founder, Alexander Reid, whose early labels and simple designs laid the foundation for what is now referred to as the Jewel Era. Elements from this period continue to inspire the brand today, including its distinctive triangular shoulder label, which serves as a visual thread across time and a nod to Spain’s Sherry Triangle, where its casks are sourced.
The Timeless Collection design plays a dual role: honouring the brand’s heritage while embracing a more forward-looking aesthetic. This is reflected in features such as the use of specialised paper, improved sustainability measures, and the integration of QR codes for enhanced traceability.
Working with graphic designer David Carson, a long-time collaborator, the new visual identity also pays homage to Speyside, the home of The Macallan. The bottle’s shape echoes the sweeping, green-roofed architecture of the distillery, while the prominent use of red is a tribute to the founder—Reid, which in Gaelic means “red.”
Carson’s approach draws on symbols from the brand’s first 200 years while reimagining how it presents itself for the future. The triangular shoulder label remains, reinforcing continuity, while the overall design signals evolution.
Beyond aesthetics, the redesign reflects a more sustainable approach to luxury. The packaging is fully recyclable, with reduced use of plastic and foiling, and a lighter glass weight achieved without compromising the premium feel. These changes align with the brand’s broader sustainability goals.
The updated design also enhances consumer engagement. Rear labels now feature cask type symbols that communicate the influence of American and European oak, while each bottle carries advanced anti-counterfeit technology and a unique QR code, offering deeper insight into the whisky.
Despite these updates, the whisky itself remains unchanged. The Double Cask Collection continues to offer a smooth balance shaped by European and American oak casks seasoned with sherry wine, while the Sherry Oak Collection retains its rich, complex character drawn from European oak. In both cases, the redesign reinforces that while the exterior evolves, the craftsmanship behind the liquid remains constant.
At the Lagos debut, guests who included singer Adekunle Gold—who also performed—alongside Teniola Aladese, Gbemi Olateru-Olagbegi, Ayeni Adekunle, Akin Oyebode and Seyitan Atigarin, among others, experienced a guided tasting led by The Macallan ambassador, Daniel Atteh. Moving through notes of honey, caramel and cinnamon, alongside citrus and vanilla from American oak, balanced by darker notes of chocolate and dry dates from European oak, the tasting highlighted how both oak types shape the Double Cask’s character.
Highlighting the significance of the launch, Hammed Adebiyi, Senior Brand Manager, West and Central Africa (WACA), Edrington, said the Timeless Collection reflects the brand’s effort to evolve while remaining rooted in its heritage and craftsmanship.
“The Timeless Collection launch is an exciting moment for The Macallan in Nigeria. It reflects our commitment to evolving thoughtfully while staying true to the heritage and craftsmanship that define the brand. For consumers, trade partners, and whisky enthusiasts, the new visual identity offers a clearer, more engaging way to experience the portfolio, without altering the exceptional whisky they have come to know and trust.”
The rollout continued in Abuja and Port Harcourt.
For a brand defined by time, the new identity brings its storytelling into sharper focus while preserving the essence that has long set it apart.
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