Scotch whisky distiller The Macallan teamed up with The Pantone Color Institute to launch its new single malt, Edition No. 5, along with a new, vivid shade of purple inspired by the complexities of the whisky-making process. The multisensory launch event, The Macallan Whisky and Color Experience, took place Sept. 18-20, at the Oculus at Westfield World Trade Center in Manhattan.
With the help of well-versed brand ambassadors and signage, attendees learned that color creation and whisky-making share common ground. Each involves “precision, craft and passion,” and the collaboration between The Macallan and Pantone brings together those “parallel paths.”
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While moving through several rooms showcasing the art and science behind the process of both whisky and color creation, consumers viewed a spectrum of colors created by various whisky editions, sniffed the aromas contained in Edition No. 5, witnessed a representation of a mixing lab at the distillery, learned insights about the color creation process and sampled the new product in a room drenched in purple lighting. The experience culminated in the reveal of the new shade, The Macallan Edition Purple, the color of Edition No. 5’s label. (Check out our Instagram for video coverage.) Agency: M Booth.