The Macallan Unveils Interactive Experiences for the Launch of the Harmony Collection Smooth Arabica

Courtesy of The Macallan

Immerse yourself in the world of fine whisky and smooth coffee with two creative experiences from The Macallan

29 December, 2022. To accompany the launch of its latest global travel exclusive, The Harmony Collection Smooth Arabica, The Macallan has created two interactive and exciting shopper experiences. Inspired by the Ethiopian Arabica coffee bean, The Harmony Collection Smooth Arabica celebrates the world of coffee. It follows the release of The Harmony Collection Inspired by Intense Arabica for domestic markets.

From January 2023, whisky aficionados can look forward to immersing in and exploring the world of whisky and coffee at Singapore Changi Airport Terminal 3 Departure Hall and at Design Orchard.

The Harmony Collection Smooth Arabica was created by The Macallan Whisky Maker Steven Bremner, who immersed himself in the art of coffee by hosting a masterclass with five world-renowned coffee experts at The Macallan Estate.

The Harmony Collection explores The Macallan’s future packaging journey, with each release featuring distinctive packaging that incorporates organic by-products and gives them new life. Its hybrid packaging was created using repurposed and recycled materials, including discarded coffee bean husks.

Drawing inspiration from the Arabica coffee bean from Ethiopia, renowned as the birthplace of coffee, Steven selected a combination of American and European oak casks to achieve the distinctive notes offered by the single malt. Smooth Arabica conveys the flavours of a gently spiced and soft americano, which come through at an ABV of 40 percent and can be paired with coffee to provide a new way to savour The Macallan.

Step into the World of Smooth Arabica at Changi Airport Terminal 3 Departure Hall

Celebrating the launch of this limited-release single malt whisky, from 1 January 2023 to 28 February 2023, travellers will be invited to experience The Macallan Harmony Collection Smooth Arabica pop-up at Singapore Changi Airport Terminal 3 Departure Hall. Partnering with Changi Airport Group and Lotte Duty Free, travellers can learn more about the brand’s sustainability journey at the pop-up, an immersive retail space built from repurposed materials.

The pop-up will also feature an interactive augmented reality (AR) experience to engage consumers and enable them to discover more about The Harmony Collection Smooth Arabica. Travellers can also walk away with a personalised bag of coffee beans that complement the tasting experience of Smooth Arabica. In addition, the pop-up will also feature a comprehensive range of exceptional single malts from the brand’s travel retail exclusive range and selected limited-release expressions.

An Experiential Pop-up in the Heart of the City at Design Orchard

In addition to the Singapore Changi Airport Terminal 3 Departure Hall airport retail experience, The Macallan will be taking over The Rooftop at Design Orchard from 14-18 January 2023, where brand lovers will be taken through a captivating experience with the Smooth Arabica.

Led by the Alchemist café’s baristas and The Macallan’s brand ambassadors, guests will embark on a 60- minute journey where they will delve into the world of The Macallan Harmony Collection.

Highlights include a cupping and tasting ritual, where guests will get to savour the new whisky while pairing it with coffee and popcorn, which is inspired by Bremner’s exploration of the art of coffee and its cultural significance, where he found the use of popcorn in traditional Ethopian coffee ceremony.

Jeremy Speirs, Regional Managing Director, Edrington Global Travel Retail, commented:

“There is a rich storytelling behind the Smooth Arabica, where the worlds of coffee and whisky meet and blend together perfectly. We are thrilled to share this journey with our consumers, and to bring them through an unforgettable experience where they will learn more about the creation of the Smooth Arabica in an exciting and engaging manner. We hope that by attending either of these experiential pop-ups, they will gain a deeper understanding and appreciation of coffee and whisky.”

The Harmony Collection Smooth Arabica retails at SGD 263 and is now available at Lotte Duty Free in Singapore Changi Airport.

For further information, visit https://www.themacallan.com.

Whisky Maker’s Notes: