Edrington has opened a “boutique” for The Macallan scotch whisky brand in London Heathrow’s Terminal 5.
The shop, which is unique to Heathrow, is part of The Macallan’s experiential retail concept ‘Nurtured by Nature’ that aims to deliver “an immersive, multisensorial experience”. The store replaces the previous outlet for the scotch whisky brand in the same terminal and also sells channel-exclusive expressions, including the Colour Collection 21-Years-Old.
Other offerings at the shop include rare whisky releases, such as Time:Space Mastery, Red Collection and certain Fine & Rare expressions as well as a “curated range” of scarves, hats and glassware, uniquely available outside of The Macallan Estate.
“Opening our new boutique at Heathrow Terminal 5 marks a major milestone for The Macallan, reinforcing our global growth ambitions and commitment to elevating the retail experience in ultra-premium spirits,” said Edrington’s regional MD for GTR, Jeremy Speirs (who is soon to become the company’s MD for Americas).
“Heathrow’s status as Europe’s premier travel hub, as well as our close, strategic partnerships with London Heathrow and [retail operator] Avolta, make it the ideal location to showcase our brand’s rich heritage, exceptional quality and craftsmanship.”
In April, Edrington rolled out a marketing push for the Highland Park single malt, inspired by the brand’s home archipelago of Orkney.
