The Macallan Visitor Experience

The Macallan Visitor Experience


The Macallan Visitor Experience stages the myth, history and art of distilling premium whisky through a spatial expression of the brand. A visitor trail was embedded in the actual production hall, interacting with the distillery’s impressive architecture and the surrounding landscape to achieve an atmospheric experience. The exhibition is characterised by high-quality information pillars and walkable pavilions. They provide access to the history and brand values of The Macallan.

Statement of the jury

The visitors’ centre of the premium whisky brand The Macallan offers an exceptional brand experience that speaks to all the senses. In a modern, elaborate and ingeniously designed interactive tour, visitors experience the entire brand universe – from the history to production. There is a lot to discover and try out in the process: Visitors gain an olfactory impression of the broad spectrum of aromas, hear how an oak barrel sounds, and of course test the whisky during a tasting session at the end of the tour. A both fascinating and excitingly staged tour, which not only informs, but above all stirs the emotions.


Excellence in Brand Strategy and Creation
Brand Communication - Fairs and Exhibitions