The Macallan, one of the world’s most renowned single malt Scotch whiskies, today announced the launch of its refreshed visual identity in Kenya. The Timeless Collection reimagines the Double Cask, Sherry Oak and Colour Collections, conceptualized through the artistic lens of graphic designer, David Carson, while preserving the brand’s rich heritage and the whisky’s distinctive character and flavour.

In Kenya, whisky accounts for approximately 13% of all spirits consumed according to
industry research by IWSR, globally single malt Scotch is part of a growing whisky category valued at over USD 10 billion in 2025, with demand particularly strong in premium segments as consumers increasingly trade up for quality-led, authentic experiences. This trend is also evident across East Africa, where premium spirits continue to drive value growth despite modest volume increases.

The Macallan’s new visual identity emphasises clarity, craftsmanship and the story of sherry-seasoned oak casks, the wood that helps shape the depth and complexity of its whiskies. The refreshed look presents a contemporary expression of the brand’s heritage, reinforcing authenticity and provenance while aligning with evolving consumer expectations in premium whisky markets worldwide.

“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,” said David Carson, designer of The Macallan Timeless Collections.

The redesigned packaging draws inspiration from The Macallan Estate in Speyside,
Scotland, particularly the sweeping green roof of the distillery, which is echoed in the
updated bottle silhouette. A refined triangular shoulder label links the new identity to
previous designs while referencing Spain’s Sherry Triangle, the Andalusian region that
supplies the sherry-seasoned oak casks integral to The Macallan’s flavour profile. Enhanced rear-label details introduce new cask symbols that visually communicate flavour and aroma influences, while embedded QR codes provide greater traceability and consumer access to product information.

The refreshed identity is being applied across The Macallan’s Timeless Collections,
including Double Cask, Sherry Oak and Colour Collection, each defined by its relationship between sherry wine and oak. The Double Cask Collection balances European and American oak for a smooth, approachable profile; the Sherry Oak Collection highlights richness and spice from European oak; while the Colour Collection showcases naturally derived golden hues shaped by American oak casks.

Highly Confidential

“This reimagined identity compliments The Macallan’s legacy and speaks directly to
discerning whisky drinkers in Kenya,” said Sherlyne Muita, Brand Ambassador – The
Macallan (Kenya / East & Central Africa). “It reassures consumers that while the look has evolved, the liquid remains the same defined by craftsmanship, balance and consistency.”

“Our focus in Kenya is to build long-term trust and relevance for The Macallan,” said Ishmael Tanui, Area Manager – Edrington Kenya. “By introducing this visual identity without altering the whisky itself, we are strengthening emotional connections with consumers while maintaining the integrity that defines the brand globally.”

The new identity and brand elements are now available at select retail partners and on-trade venues across Nairobi and beyond. Consumers can experience expressions from The Macallan’s Timeless Collection including Double Cask and Sherry Oak known for their balance, richness and smooth finish.

About The Macallan

The Macallan is renowned worldwide for its extraordinary single malt Scotch whiskies. 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.

For business enquiries, reach out to us via benson.kiragu@capitalfm.co.ke