You Know Me So Well

The Macallan, the world’s most renowned single malt Scotch whisky, announces the launch of its latest global brand initiative, You Know Me So Well. This multifaceted campaign fuses over two centuries of heritage with a modern design perspective, inviting consumers to rediscover The Macallan through a month of bespoke experiences beginning September 18.

Timed with a refreshed visual identity for The Macallan’s Timeless Collections – Double Cask, Sherry Oak, and the Global Travel Retail exclusive Colour Collection – the new look was created in collaboration with acclaimed designer David Carson. The reimagined designs pay homage to the brand’s legacy while projecting a bold modernity, reinforcing The Macallan’s enduring craftsmanship and vision for the future. While the packaging evolves, the exceptional whisky within remains unchanged – crafted in perfect balance and defined by the character that has made The Macallan a symbol of excellence for generations.

A Story in Every Charm
At the heart of the campaign is a collection of limited-edition glassware charms, each crafted to echo the spirit, provenance, and craftsmanship of The Macallan. Discovered nationwide at top bars and premium retail locations starting September 18, the charms invite discovery and collectability:
● The Salmon: A tribute to the River Spey and the serene Highland Estate, reflecting The Macallan’s profound reverence for nature and provenance.
● The Peacock: Symbolizing The Macallan’s unwavering dedication to natural color and uncompromising craft.
● The Horse: The Horse honors The Macallan’s deep connection to Jerez and its sherry-seasoning legacy – sustained through a long-standing partnership with Bodegas Grupo Estévez and Valdespino to ensure a sustainable supply of the finest casks.

The Horse charm is an exceptionally rare offering, with only three being released across the country. These rare finds unlock entry to an exclusive chapter of The Macallan Society – granting access to some of The Macallan’s most exclusive experiences, including a once-in-a-lifetime journey through The Macallan Estate in Speyside, Scotland, and the historic sherry bodegas of Jerez, Spain.

A Month of Timeless Taste
Beginning September 18, You Know Me So Well comes to life with a nationwide series of cocktail journeys, immersive pairings, and on-premise activations at some of the world’s most influential bars and restaurants. Explore the map and uncover where timeless taste comes to life near you by visiting: https://www.themacallan.com/en-us/experience-the-macallan/a-month-of-timeless-taste-locations

Charms will be available alongside curated menus that offer twists on classic cocktails, while bartenders guide guests through personalized flavor journeys that embody the campaign’s central theme: The Macallan knows you so well. Charms may also be discovered at select premium retailers, accompanied by guided cocktail education and storytelling around The Macallan’s sherry-seasoned casks.

Within each charm box, a QR code invites consumers to join The Macallan Society and access exclusive brand offerings. For the few who uncover the rare Horse charm, the journey continues with extraordinary, once-in-a-lifetime experiences through access to The Macallan Society’s most exclusive chapter.