The Macallan has joined forces with graphic designer David Carson to reimagine three of the brand’s Timeless Collections: Double Cask, Sherry Oak, and the Colour Collection. 

This collaboration blends The Macallan’s heritage with a forward-thinking vision, refreshing the brand’s aesthetic with a more modern perspective while continuing to honor its enduring craftsmanship. While the visual identity has evolved, the whisky within remains unchanged. 

A frequent creative collaborator with The Macallan, Carson first provided the visual direction for the Colour Collection, a global travel retail exclusive, in 2023. This initial work paved the way for the current redesign – inspired by his idiosyncratic design philosophy – across the wider Timeless Collections. 

“Like whisky, design is all about balance – with The Macallan, I wanted to create a visual identity that respects its rich history and encapsulates its forward-thinking spirit,” Carson said in a news release. “Each detail, from the label designs to the bottle’s form, is a tribute to the mastery behind every dram.”

For this new vision, Carson drew inspiration from a variety of sources, including the crucial intersection of sherry wine and oak, which so distinctively influences The Macallan’s taste. Key design elements reflecting this include: 

• A New Bottle Design: The distinctive shape of The Macallan Distillery and its sweeping green roof inspired the new bottle, showcasing a direct connection between the brand packaging and The Macallan Estate. 
• Triangular Shoulder Label: This feature links the new Collections with previous iterations and represents Spain’s Sherry Triangle – the Andalusian region famed for its sherry wine production. This region is the source of The Macallan’s exceptional sherry-seasoned oak casks, which influence the entirely natural color and flavor of all three Collections. 
• Informative Rear Labels: The rear label designs now incorporate a new cask type symbol, bringing the tasting notes to life while highlighting the significant contribution of flavor and aroma imbued from both American and European oak casks. 
• Enhanced Consumer Engagement and Traceability: Continued investment in world-leading anti-counterfeit technology provides greater traceability. These unique QR codes also offer consumers further insight into each expression. 

“The Macallan has never stood still and never will,” Jaume Ferras, Creative Director at The Macallan, said. “This distinctive new identity offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks, which contribute to the complex taste and flavor profiles in every bottle of The Macallan.” 

Availability of the expressions from across The Macallan’s reimagined Timeless Collections will be introduced gradually in the U.S. beginning June 2025. 

Read more: The Macallan Releases Distil Your World Hong Kong

About The Macallan 

Two centuries have passed since Alexander Reid, founder of The Macallan, distilled the first batch of whisky in his curiously small stills in Speyside, Scotland, in 1824, beginning the extraordinary legacy of the single malt Scotch whisky. Designed by internationally acclaimed architects, The Macallan Distillery is located on a beautiful 485-acre Estate and takes inspiration from the surrounding ancient Scottish hills. For further information, visit www.themacallan.com and become a member of The Macallan Society to explore the stories behind the whiskies.