The Macallan Whisky Collections Reveal a Striking New Design – David Carson Reimagines One of the World’s Most Iconic Brands

The Macallan has opened a new chapter: David Carson, one of the world’s most renowned graphic designers, has reimagined the brand’s visual identity, now appearing for the first time in a unified design across the Double Cask and Sherry Oak Collection ranges. The new design draws inspiration from the distillery’s iconic undulating roofline, the meeting of sherry and oak, and the brand’s 200-year heritage – presented in a striking, modern, and instantly recognizable form. This renewal also aligns with a strengthened position in Hungary, where The Macallan became a dominant market leader in the Prestige and Prestige+ whisky categories by 2024^[1].

The global spirits market is experiencing significant growth, driven by rising demand for premium alcoholic beverages as consumers increasingly seek quality, authenticity, and brand heritage^[2]. In the European craft spirits market, whisky led the way in 2024 with a 34.77% share, while grain-based spirits accounted for more than half of the total market^[3]. Growing demand for premium single malts and renewed interest from collectors have also boosted demand for rare bottles, where The Macallan maintains a leading position^[4]. In Hungary, the brand achieved a 44% value share and 41% volume share in the Prestige Scotch segment in 2024, while in the Prestige+ category its market share grew more than 2.5 times between 2022 and 2024, reaching 86%, with volume share rising to 84%^[5]. This growth demonstrates strong consumer confidence in the brand and the outstanding performance of its portfolio.

The story of The Macallan began in 1824, and since then it has been synonymous with premium single malt Scotch whiskies. The ongoing global growth in demand for premium and craft whisky further strengthens the brand’s position. Delicately blending the rich heritage and artistry of The Macallan with a forward-thinking outlook, the new designs offer a refreshed, modern perspective and vision for the future that celebrates the brand’s peerless craftsmanship and creative mastery.  

While its visual identity has been refreshed, the whisky continues to retain its distinctive, balanced, and refined flavor profile. Inspired by the distillery's iconic undulating roof, the combination of sherry wine and oak, and the brand's 200-year heritage, David Carson created an emotive, forward-looking visual identity. The shape of the bottles and the structure of the labels echo the distillery’s unique architecture, with the triangular shoulder label referencing Spain’s sherry region, while new barrel symbols on the back labels make the origin of the flavors tangible. Meanwhile, enhanced anti-counterfeiting technology and QR codes reveal the story behind every bottle in detail.

The two collections are explicitly based on the harmonious relationship between sherry wine and oak:

• Double Cask Collection: Based on the perfect balance of European and American oak barrels, which are matured with sherry wine in Jerez. The series pays tribute to more than a century of barrel history spanning continents.
• Sherry Oak Collection: European oak barrels matured with sherry provide a complex, deep flavor profile with mahogany tones and notes of dried fruit and spice. 

The Macallan's redesigned Timeless Collections products will be available in Hungary from December 2025. For more information, visit Timeless Collections.

_{DRINK RESPONSIBLY!}

_{To find out more about responsible consumption, visit www.italmertek.hu and https://www.edrington.com/en/promoting-responsible-consumption websites. The Macallan is a registered trademark. ©2023 The Edrington Group. All rights reserved.}

_{All other trademarks and brand names are the property of their respective owners.}

_{Please do not share this content with anyone under the age of 18.}

_{^[1] Source: IWSR 2024, the Hungarian insights were provided in 2024 by IWSR, a global leader in beverage alcohol data and analysis.}

_{^[2] Source: https://www.mordorintelligence.com/industry-reports/craft-spirits-market}

_{^[3] Source: https://www.mordorintelligence.com/industry-reports/europe-craft-spirits-industry}

_{^[4] Source: https://www.thespiritsbusiness.com/2025/10/showpiece-whiskies-shape-secondary-market/}

_{^[5] Source: IWSR 2024, the Hungarian insights were provided in 2024 by IWSR, a global leader in beverage alcohol data and analysis.}