Scottish firm enters Nigeria
By Olamide Akintunde Speyside single malt Scotch whisky distillery, Macallan, has made its debut into the country, stating its commitment to maintaining the heritage and craftsmanship that define the brand.
By Olamide Akintunde
Speyside single malt Scotch whisky distillery, Macallan, has made its debut into the country, stating its commitment to maintaining the heritage and craftsmanship that define the brand.
Its Senior Brand Manager, West and Central Africa at Edrington, Hammed Adebiyi, who spoke during the unveiling of its visual identity with the redesign of its Double Cask and Sherry Oak Collections in Lagos, described the Timeless Collection as a significant moment for the brand in Nigeria. He noted that the redesign reflects a commitment to evolving thoughtfully while maintaining the heritage and craftsmanship that define The Macallan, adding that the new identity provides consumers and partners with a more engaging way to experience the brand without altering the whisky itself.
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The unveiling marked a transition from the brand’s existing packaging to a bold new aesthetics that reflects evolution while preserving its enduring character.
The launch event brought together a selection of guests including Teni Aladese, Gbemi Olateru-Olagbegi, Ayeni Adekunle, Chioma Okigbo, Akin Oyebode and Seyitan Atigarin, among others.
The evening was designed as an intimate celebration of craft, legacy and modern luxury, reflecting the brand’s philosophy of being thoughtful, unhurried and intentional.
Award winning artiste, Adekunle Gold, who performed added a creative dimension to the experience. Speaking on the spirit of the night, he highlighted shared values of excellence, craftsmanship, legacy and the importance of taking time to create something meaningful—principles that align closely with The Macallan’s identity.
Guests were also taken through a guided whisky tasting that offered an immersive journey into the Double Cask Collection. The tasting revealed layers of honey, caramel and cinnamon, complemented by citrus and vanilla notes from American oak, balanced with deeper flavours of dark chocolate and dry dates influenced by European oak. The experience provided not just a taste of the whisky, but a narrative of its craftsmanship.
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Central to the launch is the redesigned packaging, which aims to create a clearer and more engaging way for consumers to navigate The Macallan portfolio. The updated bottles establish a stronger visual connection between the whisky, the oak casks that shape its character and the estate where it is matured. The creative direction was led by renowned graphic designer David Carson, whose work draws inspiration from the brand’s rich heritage while projecting a modern identity.
The new bottle design features a silhouette inspired by the distillery’s distinctive roofline, a triangular shoulder label referencing Spain’s Sherry Triangle, and refined cask symbols on the rear label that communicate the influence of American and European oak. These elements combine to deliver a design that is both functional and symbolic.
Following the Lagos debut, the Timeless Collection is set to continue its rollout across Abuja and Port Harcourt. For The Macallan, the transition represents continuity rather than change, as the whisky remains the same balanced, refined expression that has built its global reputation.
For Nigerian consumers, the launch goes beyond a packaging update. It offers an opportunity to reconnect with The Macallan’s story at a time when premium whisky culture continues to expand across lounges, bars, hotels and private collections. By combining heritage with contemporary design, the brand positions its new visual identity as a confident evolution that honours its past while meeting the expectations of today’s luxury audience.
