The Macallan, one of the world’s most renowned single malt Scotch whiskies, has launched its refreshed visual identity in Kenya, introducing the Timeless Collection. The redesign reimagines the Double Cask, Sherry Oak, and Colour Collections through the artistic lens of graphic designer David Carson, while preserving the brand’s heritage and distinctive flavour.
Whisky Market Context
In Kenya, whisky accounts for about 13% of all spirits consumed, according to IWSR industry research. Globally, single malt Scotch is part of a growing whisky category valued at over USD 10 billion in 2025, with premium segments driving demand as consumers increasingly trade up for quality-led, authentic experiences. This premiumisation trend is also evident across East Africa, where value growth outpaces volume increases.
Design and Heritage
The Macallan’s new identity emphasises clarity, craftsmanship, and the story of sherry-seasoned oak casks, the wood that shapes the depth and complexity of its whiskies.
“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,” said David Carson, designer of The Macallan Timeless Collections.
The redesigned packaging draws inspiration from The Macallan Estate in Speyside, Scotland. The sweeping green roof of the distillery is echoed in the updated bottle silhouette, while a refined triangular shoulder label references Spain’s Sherry Triangle—the source of the sherry-seasoned oak casks integral to The Macallan’s flavour profile. Enhanced rear-label details introduce new cask symbols to visually communicate flavour and aroma influences, with embedded QR codes offering greater traceability and consumer access to product information.
Local Perspective
“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.”
Ishmael Tanui, Area Manager – Edrington Kenya, added:
“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.”
Availability
The refreshed identity is now applied across The Macallan’s Timeless Collections, including:
- Double Cask Collection – balancing European and American oak for a smooth, approachable profile.
- Sherry Oak Collection – highlighting richness and spice from European oak.
- Colour Collection – showcasing naturally derived golden hues shaped by American oak casks.
