The Macallan, a renowned whisky brand, has recently launched its latest global travel exclusive, The Harmony Collection Smooth Arabica, and to accompany this launch, they have created two interactive and exciting shopper experiences. The collection is inspired by the Ethiopian Arabica coffee bean and is the second release of the Harmony Collection following the release of the Inspired by Intense Arabica for domestic markets.
From January 2023, whisky enthusiasts can look forward to immersing themselves in 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 flavors of a gently spiced and soft Americano, which come through at an ABV of 40% and can be paired with coffee to provide a new way to savor The Macallan.
Step into the World of Smooth Arabica at Changi Airport Terminal 3 Departure Hall
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. 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 personalized bag of coffee beans that complement the tasting experience of Smooth Arabica.
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 savor 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 Ethiopian coffee ceremony.
In conclusion, The Macallan has created an exciting and interactive experience for whisky enthusiasts to learn more about the brand's sustainability journey and to discover the new release of The Harmony Collection Smooth Arabica, an innovative blend of whisky and coffee.
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