The Macallan Archival series

The Archival Series celebrates the legendary advertising campaigns of the 1970s, 80s and 90s that brought Macallan whisky to the attention of millions around the world, helping the Speyside distillery obtain the legendary status that it holds today along the way. The series will be made up of 24 expressions, of which four have already been released, titled Folio 1 – 5.

They were well-received by fans and critics around the world and now the fifth bottle in the series is ready for pre-order!

Folio 1
THE NAME MACALLAN…

The first release in a 24 part series that celebrates and revisits The Macallan’s original print, press and film advertising campaign; mapping the story of The Macallan from a remote farmstead on the River Spey to a whisky that is enjoyed around the world.

The first advertisement for The Macallan appeared in “The Times” newspaper on the back page next to the crossword, on 27th March 1980. The format was unusual – small scale black and white ads, beautifully written in precise, witty prose. This was to be the forerunner of a long running and highly successful campaign; masterminded by creative director, David Holmes, and copywriter, Nick Salaman, of the then London agency, Holmes Knight Ritchie. Running through to the early 1990s, the campaign helped to establish The Macallan’s credentials as a brand.

BrandThe Macallan
No. of bottles2000
Cask typeEuropean Sherry cask
Bottled2015
Size70cl
ABV / Strength43%
Age12 years old 
VarietalSingle Malt

Folio 2
A PLACE CALLED MACALLAN...

The second in an affectionate, nostalgic, 24 part series that celebrates the first Macallan advertising campaign.

From the first brief from the then Macallan Chairman Peter Shiach in the late 1970s, creative advertising duo David Holmes and Nick Salaman produced 250 individual pieces of advertising for The Macallan spanning three decades. Moving from the small placement beside The Times crossword in 1980 (that features in the first Folio release) to bigger, more creative placements over time, the campaign had an intelligent wit and distinct tone of voice that became almost infectious. Resonating with readers, suppliers and friends, stories were shared in response to the campaign that would soon be inspiration for future ads.

BrandThe Macallan
No. of bottles2000
Cask typeEuropean Sherry cask
Bottled2017
Size70cl
ABV / Strength43%
Age12 year sold 
VarietalSingle Malt

Folio 3
THE SNOW CAN LINGER ON BEN RINNES

Continuing the excitement of rediscovering The Macallan ads of the 1970s, 80s and 90s, alongside the minds that created them.

Folio 3 leads with an advertising feature that celebrates the idea that whisky is best made in cold weather, inspired by a tradition commented on by the Macallan Distillery Manager to David Holmes and Nick Salaman on a visit to The Macallan Estate. Continuing the highly distinctive style of the ads and the simple but memorable strapline that put the mantra of “”less is more”” at its heart, the continuing campaign continued to speak loudly in small spaces and gain momentum with a wider audience.

BrandThe Macallan
No. of bottles2000
CountryEuropean Sherry cask
Region2018
Size70cl
ABV / Strength43%
AgeNAS
VarietalSingle Malt

Folio 4
A STRATHSPEY OF SINGULAR SPRIGHTLINESS

Continuing the excitement of rediscovering The Macallan ads of the 1970s, 80s and 90s, alongside the minds that created them.

Folio 4 features an advertisement including a strathspey composed by James Scott Skinner (1843-1927). The ad notes that Skinner, “The Strathspey King”, was moved to music by the lilting flavour and melting resonances of a tumbler of his favourite malt whisky – The Macallan. 

The ad, small but groundbreaking, was the first instance of musical notation displayed on a page of British newspaper, The Times, and quite possibly in the advertising of any whisky. 

BrandThe Macallan
No. of bottles2000
CountryEuropean Sherry cask
Region2019
Size70cl
ABV / Strength43%
AgeNAS
VarietalSingle Malt

Folio 5
KEEP THIS KNOT FIRMLY TIED

The fifth release from The Macallan Archival Series, an iconic series that celebrates the classic advertising campaigns of the 1970s, 80s and 90s.

The Macallan Folio 5 commemorates an advert featuring the tale of a “Luggy Bonnet” with the words “Keep this knot firmly tied”. The sketched image recollects a scene of acquaintances at the end of a day on Speyside when one sportsman talks of a so-called “disaster”, missing the opportunity of a dram of The Macallan from the “Laird” as a result of his hat covering his ears. 

The allure of this captivating Single Malt whisky features a rich aroma of dates and fresh figs that make way to sweet raisin, mingled with a warming ginger and wood spice. The whisky is inspired by the iconic advert and brings this memorable campaign to life once again.  

BrandThe Macallan 
No. of bottles3250
Cask typeEuropean Sherry cask
Bottled2019
Size70cl
ABV / Strength43%
AgeNAS
VarietalSingle Malt

Folio 6
The Chairman

The sixth release in The Macallan Archival Series, Folio 6 celebrates a wonderfully witty advert, which cleverly featured ‘The Chairman’ as a Scotsman dancing the Highland fling over a pen and brush, the symbols of the advertising team of Holmes and Salaman.

At the time, The Macallan Chairman was Allan Shiach, who as a writer himself, was known to suggest the occasional idea to the brand’s creative team. Naturally, the two admen tended to bridle a little at these suggestions from above – but of course when it was The Macallan Chairman they could hardly demur.

Brows were furrowed. Misgivings were muttered. But the admen stuck to the creative task, and ultimately chose to feature the Chairman himself in their response to the gauntlet he had thrown down. The resulting campaign remains one of the brand’s most memorable, and to many, the most amusing.

BrandThe Macallan 
No. of bottlesunknown
Cask typeEuropean Sherry cask
Bottled2020
Size70cl
ABV / Strength43%
AgeNAS
VarietalSingle Malt
macallan

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