The Macallan Unveils New Packaging Designed by David Carson

Single malt whisky brand The Macallan recently launched a new packaging design for its Double Cask, Sherry Oak, and Colour Collections series. This visual transformation was spearheaded by acclaimed designer David Carson. The Edrington Group, the brand's owner, stated that the new packaging draws inspiration from The Macallan Distillery's distinctive architectural silhouette and its iconic curved green roof.

The triangular shoulder label in the new design symbolizes Spain's Sherry Triangle—the Andalusia region, renowned for its sherry wine and the source of The Macallan's sherry cask oak. These barrels impart natural color and flavor to the three series. Additionally, the back label now features cask type symbols, highlighting the influence of American and European oak barrels on the whisky's aroma and taste. A QR code has also been added to enhance consumer interaction and utilize advanced anti-counterfeiting technology for product traceability.

The Macallan's Creative Director, Jaume Ferras, noted, The new visual identity system tells the brand's story through multiple design elements, from sherry cask craftsmanship to the flavor contributions of American and European oak barrels, reflecting the complex layers of each bottle of The Macallan. Designer David Carson added, Like whisky, design is about balance—I aimed to create a visual identity that respects the brand's heritage while embracing a forward-looking spirit. Every detail, from the label design to the bottle's contours, pays homage to its craftsmanship.

Carson has a long-standing collaboration with the Scottish whisky brand, having contributed to the 2023 Colour Collection launch design and curated promotional campaigns for global travel retail and Los Angeles International Airport (LAX).

2025-06-05

Source: https://www.thedrinksbusiness.com/2025/06/the-macallan-gets-a-new-look/