Timeless Whisky, Bold New Design
Design legend David Carson visually reimagines The Macallan’s Timeless Collections.
By Art+ Magazine Team
Photos courtesy of The Macallan
November 27, 2025
The Macallan, celebrated globally for its extraordinary single malt Scotch whiskies, has unveiled a striking new visual identity for its Double Cask, Sherry Oak, and Colour Collection, crafted by acclaimed designer David Carson.
Blending the rich heritage and artistry of The Macallan with a forward-looking creative perspective, the new design offers a modern expression of the brand’s craftsmanship while honoring its distinctive character. While the visual identity has evolved, the whisky itself remains the same—delivering the balanced, elegant and refined flavor for which The Macallan is renowned.
David Carson said: “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. Each detail, from the label designs to the bottle’s form, is a tribute to the mastery behind every dram.”
Jaume Ferras, Creative Director at The Macallan, added: “The Macallan has never stood still and never will. 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 flavour profiles in every bottle of The Macallan.”
A long-standing creative collaborator, Carson first shaped the visual direction for the Colour Collection in 2023. His signature design philosophy now informs the broader transformation across the Timeless Collections, comprising the Double Cask, Sherry Oak, and Colour Collection. Drawing on diverse sources—from the relationship between sherry wine and oak, to The Macallan Distillery—Carson developed an evocative new aesthetic that unifies the collections.
New Bottle Design. The shape of The Macallan Distillery and its sweeping green roof inspires the new bottle form, grounding the packaging in the landscape of The Macallan Estate.
Triangular Shoulder Label. A link to The Macallan’s heritage and a tribute to Spain’s Sherry Triangle—the source of the brand’s exceptional sherry-seasoned oak casks.
Rear Label Designs. New cask symbols bring tasting notes to life, highlighting the influence of American and European oak casks on aroma and flavor.
Enhanced Engagement. World-leading anti-counterfeit technology and a unique QR code provide greater traceability and curated insights into each expression.
Three Collections, One Signature
At the heart of each expression is the harmonious relationship between sherry wine and oak, shaping The Macallan’s incomparable taste.
Double Cask Collection
A celebration of harmony between American and European oak casks seasoned with sherry wine from Jerez de la Frontera. Smooth and creamy, this single malt reveals fresh fruits, toffee and sweetness from American oak balanced by dried fruits and soft spice from European oak. With age, deeper notes of baked fruits and warming spice emerge.
Sherry Oak Collection
Crafted exclusively in sherry-seasoned European oak casks, this collection transforms robust new make spirit into rich, complex single malts with natural mahogany hues. Expect layered notes of dried fruits, ginger, and deep wood spice that intensify over time—encapsulating The Macallan’s long-standing heritage.
Colour Collection
Defined by American oak casks seasoned with sherry wine from Jerez de la Frontera, these whiskies present a vibrant spectrum of natural golden tones. Fresh citrus, vanilla and tropical fruit notes evolve gracefully in older expressions.
The reimagined Timeless Collections will launch in phases throughout 2025. Further information is available at themacallan.com/en.
