The Macallan pursues ‘Quest’ with global travel retail rollout

The Macallan Quest Collection has launched in global travel retail following a month-long exclusive tie-up with DFS Group at Singapore Changi Airport.

Quest, unveiled to members of the press during TFWA WE, initially launched across all four of Changi’s terminals in January and will now be available on-shelf at key airports globally.

A giant, rotating bottle cut-out display housed in an illuminated diamond-shaped glass showcases Quest’s four different expressions at Changi.

As part of the promotion, shoppers were taught more about the collection via interactive displays that emphasised the cask story and flavour of the four expressions.

This twinned with food pairings and complimentary postcards to act as an additional incentive to purchase.

Brooke Supernaw, Senior Vice President, Spirits, Wine & Tobacco at DFS Group, commented: “The Macallan Quest Collection embodies the innovation, storytelling and dedication to quality which have made The Macallan such a powerful brand in the single malt category.

“This partnership and exclusive launch are especially significant for DFS, as we continue our own quest to offer fresh, engaging and exciting experiences to delight travelling customers at our airport and downtown stores around the world.”