The Macallan has unveiled Distil Your World: The London Edition, a unique limited edition single malt whisky providing a sensorial journey through one of the world’s greatest capital cities.
Marking the first global release in a ground-breaking series in collaboration with the Roca brothers to discover the essence of some of the world’s greatest cities, Distil Your World: The London Edition embodies London’s special charisma, and captures the people, experiences, colours and history that ultimately define the city.
United by an insatiable curiosity, quest for knowledge and dedication to mastery, The Macallan and the Roca brothers, owners of El Celler de Can Roca in Spain, twice named Best Restaurant in the World, explore different cultures and source inspiration for their own worlds of whisky-making and gastronomy.
Distil Your World: The London Edition is inspired by the long-standing partners’ journey and exploration through an uncharted London, with the purpose of distilling its soul and capturing the unique essence, aroma and flavour of the city in an exceptional single malt whisky.
In homage to its birthplace, the edition will be unveiled to the world in a highly coveted window display in Harrods’ world-famous flagship store in Knightsbridge, London on 1st November 2020. Over the years the renowned Hans Crescent window has hosted iconic displays from some of the world’s leading luxury brands and will showcase The Macallan’s remarkable whisky on a global stage.
During their adventure, The Macallan’s Whisky Maker Steven Bremner and Joan, Josep and Jordi Roca spent time with the craftspeople and creators who fuel London’s inimitable creativity and entrepreneurial drive; the committed leaders who add to its vibrancy; and the special thinkers who understand its past and anticipate its future. They truly immersed themselves by discovering emblematic buildings and going behind the scenes to uncover the unique flavours and scents that define London and unearthing its vibrant community spirit.
Ultimately, this journey led them to their own complex and sensorial map of the city and with this map as inspiration, they masterfully selected the perfect combination of six first fill European oak Oloroso seasoned casks to translate London’s values into an extraordinary single malt with unique tasting notes representing the spirit of the city.
A character led whisky with encapsulating nuances of orange caramel, curry spice and Earl Grey tea, rare to find in The Macallan single malts, this expression takes the taste buds and imagination on a journey of discovery, bringing London’s soul and unique character to life, while retaining The Macallan’s renowned signature taste. Seeking out these distinctive flavours among thousands of casks was a complex and highly skilled process, but Steven Bremner and the Roca brothers’ mastery of flavour, aroma and craftsmanship enabled them to distil the essence of London into a remarkable whisky.
Steven Bremner, Whisky Maker at The Macallan, said: “London is an international city, a melting pot of culture, cuisine, architecture, and art and its rich heritage and myriad of cultures, combined with a timeless spirit and an innovative nature, made it the ideal playing field for this journey of mastery. It is not just about being there, but about immersing yourself and dedicating time to understand what’s underneath everything you see, and we are proud to have collaborated with the Roca brothers on this exploration.
“Like the London soul, our single malt whisky, matured in its unique sherry seasoned oak casks, delivers rich complexities, harmonious flavours, and vibrant aromas. This whisky is something new – with London notes like curry or the sweetness of Earl Grey tea – but it keeps The Macallan’s signature taste, and that’s the difficult part.”
Josep Roca, said: “The places we visited, the people we met, all that now takes shape in this whisky – our own distillation of the London essence. There is part of umami, the subtle touch of curry, orange, vanilla and raisin. There are some special notes that are really rare to find.”
Distil Your World: The London Edition is housed in a striking presentation box featuring a triangular engraving design to represent the map of London and red detailing inspired by the city’s red bricks. As well as the limited edition whisky, the box contains a luxurious book capturing the different inspirations behind this single malt, alongside rich London photography, which combined, form a picture of London as created by Steven Bremner and the Roca brothers.
The Macallan Distil Your World series is the next step in the brand’s long-standing partnership with the Roca brothers. They have previously worked together on a range of ventures, including The Macallan Edition No.2 which was inspired by the brothers’ distinctive and dynamic characters and Distil Your World Scotland, a culinary journey through Scotland to explore the country’s rich cuisine tapestry which resulted in an innovative publication and documentary.
Limited to 2,000 bottles worldwide, Distil Your World: The London Edition has an RRSP of £2,630 and will be available globally from November 2020, including in Harrods, The Macallan Boutique in London Heathrow and The Macallan Estate Boutique.
For further information visit www.themacallan.com
The Macallan, in collaboration with world renowned chefs, the Roca Brothers, have launched two innovative gastronomic experiences at some of London’s top bars and restaurants. Each experience has been created to encapsulate the very essence of the city of London, with consumers being given the chance to try a distinctive gastronomic dish, paired with a new Macallan single cask whisky, only available to purchase by the measure at these chosen locations.
Titled, ‘Distil Your World London’, the experiences were created by Joan, Josep and Jordi Roca, owners of El Celler de Can Roca in Spain, twice named Best Restaurant in the World, and Steven Bremner, Whisky Maker at The Macallan, exploring the city of London, with the purpose of capturing the essence, aroma and flavour of the capital.
The first experience features a scallop dish served in an elegant malt broth, with fennel, roasted hazelnut and artichoke puree, representative of London’s produce from land and sea. The second experience consists of three types of candied nuts; curry candied walnuts, Earl Grey candied macadamia nuts, and mint and ginger cashew nuts, each infused with unique London tasting notes, such as lemongrass, curry spice and Earl Grey.
To complement both gastronomic creations, Steven Bremner and Josep Roca have carefully selected an exclusive single cask at The Macallan Distillery. The remarkable single cask whisky is limited to 465 bottles and only available through the on-trade. The whisky delivers distinctive tasting notes of oak spice, lively ginger and cinnamon, inspired by the unique essence, aroma and experience.
Consumers will be able to experience the iconic consommé dish and single cask whisky pairing exclusively at Rosewood London, in a setting which captures the character and essence of The Macallan Estate in Speyside.
The candied nuts and single cask whisky pairing experience will also be available at Rosewood London, as well as The Macallan Estate and in a selection of other exclusive London bars and restaurants, including The Ritz and The Connaught.
David Sinclair, The Macallan Prestige & Experience Manager, said: “We were determined to offer consumers an exceptional experience which really celebrated the essence of London.
“By partnering with world renowned chefs, the Roca brothers, we’ve been able to create two distinctive gastronomic experiences which celebrate the flavours and aromas of the capital and work perfectly with our specially selected The Macallan single cask whisky.
“Having Rosewood London as the venue to deliver our iconic dish, as well as a selection of other exclusive London bars and restaurants offering our candied nuts and whisky pairing, we believe we’re celebrating all that London has to offer and we hope consumers will enjoy this unforgettable experience.”
Josep Roca, said: “London has a depth: it has a history, and centuries of written cuisine. Thinking up dishes and snacks that remind us of a city is a real challenge. Encapsulating the aromas, the essence, an idea for an appetizer. For a whisky to have that kind of connection with a city is fascinating and all of these challenges arise in the kitchen at El Celler de Can Roca.”
The elegant consommé dish and whisky pairing experience will come with a welcome cocktail and will be available at Rosewood London, from the 19th October. The experience will cost £100.
The three types of candied nut and whisky pairing experience, will also come with a welcome cocktail and will be available at Rosewood London, from the 19th October. The experience will also be available from The Macallan Estate and in a selection of exclusive London bars and restaurants, including The Ritz and The Connaught from November 2020. The experience will cost £90.
Distil Your World London is part of the wider Distil Your World campaign, a ground-breaking new series of single malt whiskies and gastronomic experiences for The Macallan, inspired by some of the world’s greatest cities, beginning with London. It marks the next chapter in the brand’s long-standing relationship with the Roca brothers.
For information on how to book a spot at Rosewood London, visit https://holborndiningroom.com/theterrace/ .
For information on how to book a spot at other bars and restaurants across the city, keep an eye on The Macallan website for details https://www.themacallan.com/en/distil-your-world
28th September, London: Courvoisier®, the UK’s number 1 cognac and the Most Awarded Cognac House*, has announced the launch of DE LUXE – a new limited-edition liquid that is available exclusively in store and online at Tesco now.
Available for £40 RRP, DE LUXE, was first matured in French Limousin oak barrels before then finishing its maturation in a special selection of new casks made with fine grain oak trees, adding an extra layer of character.
This second maturation contributes to a woodier product which adds new layers of depth and intensity – combining rich and complex notes of vanilla, dried fruits, sandalwood and leather for a truly sophisticated finish.
Courvoisier® celebrates the art of making a truly beautiful liquid by realising the potential of each ingredient – each part of the process can be tasted. This experience is rooted in the deep respect for the rich blessings of the Cognac region, where the art of making is all about harnessing, liberating and revealing the spirit found in the terroir, cru and woods.
Courvoisier® DE LUXE embodies this ethos within the fine quality of its liquid, wrapped up in stylish packaging, perfect for the gifting season.
Nick Ganich, Head of Courvoisier UK says: “As you would expect from the brand that toasted the Eiffel Tower in 1889, Courvoisier® is the perfect choice to celebrate special occasions. The liquid and bottling of Courvoisier DE LUXE was inspired by that momentous time in history and the spirit of the Paris Golden Age, famous for its blend of art, glamour and decadence. ‘Celebrating moments’ was the inspiration for this launch and we hope everyone enjoys drinking it throughout this special season, as much as we enjoyed making it.”
For more information, please contact: email@example.com
BOWMORE UNVEILS ‘THE ART OF TIME®’
UNLOCKING AND CELEBRATING A LEGACY OF OVER 240 YEARS
London, 17th September, Bowmore unveils a new major global campaign celebrating the ‘The Art of Time®’, since 1779. For the first time, we will tell the Bowmore story in depth, unlocking the rich layers of our heritage and paying homage to the craftsmanship and legacy behind our single malt.
‘The Art of Time’ is a global marketing campaign, which will be released in October 2020. It will be deployed across traditional media, social and digital commerce platforms with new still and dynamic content, secondary imagery and a set of key visuals. It will also be executed in stores with dedicated displays for mass retail, and premium visibility and window displays for whisky specialists and department stores, and for events.
‘The Art of Time’ tells the story of Bowmore’s exceptional quality and how our whiskies benefit from the power of time, becoming even more beautiful and precious over the years.
Bowmore is a pioneering house and the oldest licensed distillery on Islay; we have been refining our craft for over 240 years, and we still handcraft our malts today. ‘The Art of Time’ is central to the way we make our whisky. We invest more time than necessary at every stage of our process. We have our own proprietary malt barns, hand-turning our barley. We allow for perfectly timed fermentation periods. And we take our time to hand-select our casks, nosing every single one before it is filled with our new make. This care and attention to detail is what creates the complex balance of not just mild smokiness, but also maritime minerality and fresh stone fruit notes which is so characteristic of our timeless house style. This is the reason why Bowmore ages like no other, making us one of the world’s most collectible Islay malts today.
‘The Art of Time’ has provided the canvas for a refreshing new approach to Bowmore, ensuring a single identity across the core and prestige range, featuring a striking new colour palette and visual feel, inspired by the Islay coastal landscape coming together with the whisky itself.
For the campaign’s distinctive new visuals, Bowmore has drawn inspiration from its stunning surroundings, specifically Islay’s black stone formations that also surround our distillery. These formations have a strong connection to Bowmore’s own story, and Islay is home to some of the oldest strata in the world. These rocks have been shaped over a long period of time, transformed by seasons and enriched by the wild elements, just like our whisky.
Black stones also bring us back to the origins of the Bowmore name. Some historians believe it to be derived from a small black reef just outside Lochindaal whilst others reference the Norse for sunken rock, bogha mor, as its origination. Whichever may be true, this black stone is meaningful to our home and our name. It is central to our new visual identity and the foundation of our new key visual, leveraging black rocks as a metaphor to visually bring to life the layers of time and its transformative power. From rough beauty, our new make, to the smoothest layer of all, our Bowmore whisky, Bowmore is a masterpiece sculpted by time.
Céline Daniel, Global Marketing Manager at Bowmore, comments, “We are delighted to unveil our new ‘The Art of Time’ campaign, bringing Bowmore to life in a bold new way but importantly, remaining grounded in our history and roots on Islay. This is the first time we will be exploring Bowmore’s history and craftsmanship with such depth and with such consistency at a global level.
“We believe that Bowmore is a work of art, and our understanding and respect for time is central to how and why we craft our whisky. With this campaign, we will show how Bowmore uses time to transform our celebrated single malt into a true masterpiece. By drawing inspiration from the black rocks surrounding our distillery, we are also paying homage to the way time has shaped not only our whisky, but also Islay itself.”
‘The Art of Time’ global campaign is launching shortly after Bowmore announced its first collaborative creation with Aston Martin in August 2020, the Black Bowmore DB5 1964, a striking concept which brings together an iconic whisky and a legendary car in a bottle of equal parts, featuring exceptional single malt and a genuine Aston Martin DB5 piston with only 25 bottles* for sale. This partnership with Aston Martin reinforces Bowmore’s commitment to taking the time to create something special, with the craft and patience required to make sports cars and single-malt Scotch whisky very much intertwined.
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