Everyone should know what The Macallan is all about–it’s part of pop culture, and it’s highly unlikely that anyone who watched Skyfall forgot that Daniel Craig’s James Bond is particularly fond of 50-year-old Macallan. I can’t imagine the accounting department was particularly fond of him.
In many ways, that little bit of marketing is a throwaway–two icons in mutual acknowledgement of their public status–but also, a necessary evil when you are at the top of the cultural game. Does Coca-Cola even need to advertise? It’s just to remind us who’s the boss of colas.
Likewise, the launch of the new M Copper is simply a public reminder of Macallan’s considerable stature and its brand values. The Macallan M Collection Experience pop-up at ION Orchard is in essence, a physical manifestation of the brand’s predilection towards art, design and technology, with interactive displays that regale visitors of the Scottish distillery’s storied past and the virtues of their approach to whisky-making.
While you can certainly argue that having a considerable budget helps in this case, you have to respect that the brand is pretty good at getting you in the mood through a combination of artistic visuals that allude to its copper stills and subtle essences that evoke the distinctive sherried whisky character and woody notes of their casks. In this case, all roads lead to the M Collection, with the new Macallan M Copper at the centre of the attention. For those who love their instagrammable subjects, the three Ms: M and M Black and the brand-new M Copper are presented in an abstract and expressionistic display that will no doubt bling up your socials.
However, there won’t be any tasting for the all-new M Copper–it is, after all, a cool $11,530 a bottle, and quantities are limited. We’ll have to make do with Macallan’s own tasting notes, which describe the whisky to have a “buttery mouth coating that envelopes the palate in a fruity, yet malty and sweet flavour.”
However, you will have a chance to try the rest at special prices, and if anything, this is a good a time as any to get acquainted or reacquainted: the lineup includes The Macallan Double Cask 12 Years Old, The Macallan Double Cask 15 Years Old, The Macallan Double Cask 18 Years Old, The Macallan Sherry Oak 12 Years Old, and The Macallan M Decanter.
The Macallan M Collection will be available at The Macallan Boutique at Raffles Hotel Singapore. The Macallan M Collection Experience will run till 26 August 2022 at ION Orchard, Atrium Level 1. The pop-up will be open from 11 AM to 9 PM daily, with complimentary public admissions.