…unveils new identity in Lagos

By Juliet Umeh

In a move aimed at addressing growing consumer confusion around premium whisky choices while reinforcing brand clarity, The Macallan has unveiled a redesigned visual identity for its Double Cask and Sherry Oak Collections in Nigeria.

The unveiling, held in Lagos on Friday, marks the introduction of the brand’s “Timeless Collection,” a transition designed not just as a cosmetic update, but as a solution to a key challenge in the premium spirits market, helping consumers better understand and navigate whisky portfolios without compromising heritage.

Industry observers say that as Nigeria’s premium whisky culture expands rapidly across lounges, hotels, and private collections, many consumers still struggle with differentiating between variants, cask influences, and flavour profiles. The Macallan’s new identity seeks to bridge that gap.

Speaking at the launch, Senior Brand Manager, West and Central Africa at Edrington, Hammed Adebiyi, said the redesign was driven by the need to improve accessibility while preserving the brand’s legacy.

“The Timeless Collection launch is an exciting moment for The Macallan in Nigeria. It reflects our commitment to evolving thoughtfully while staying true to the heritage and craftsmanship that define the brand,” he said.

“For consumers, trade partners and whisky enthusiasts, the new visual identity offers a clearer, more engaging way to experience the portfolio, without altering the exceptional whisky they have come to know and trust.”

At the heart of the redesign is a more intuitive storytelling approach. The new packaging creates a stronger visual connection between the whisky, the oak casks that shape it, and the estate where it matures. This is expected to help consumers make more informed choices, particularly in a market where education around whisky categories is still developing.

The bottle itself has been reimagined to communicate this clarity. Its silhouette draws inspiration from the distillery’s architecture, while the triangular shoulder label references Spain’s Sherry Triangle, a nod to the origin of the casks used in maturation. Clear cask symbols on the rear label now distinguish the influence of American and European oak, simplifying what was previously a complex narrative for many buyers.

The creative direction was led by renowned designer David Carson, who integrated elements from the brand’s heritage into a modern design language aimed at today’s luxury consumer.

The Lagos launch brought together notable personalities including Teni Aladese, Gbemi Olateru-Olagbegi and Ayeni Adekunle, among others, reflecting the brand’s positioning within Nigeria’s premium lifestyle space.

The evening also featured a performance by Adekunle Gold, whose remarks underscored the shared values between creativity and craftsmanship.

He described the experience as one rooted in “excellence, legacy and the beauty of taking time to create something meaningful,” aligning with the brand’s philosophy.

Beyond aesthetics, the launch also focused on consumer education. A guided tasting session introduced guests to the Double Cask Collection, highlighting how flavours of honey, caramel and citrus from American oak are balanced with deeper notes of chocolate and dried fruits from European oak.

For many attendees, it was not just a tasting, but a clearer understanding of what defines each expression—an approach industry experts say is critical for growing consumer confidence in premium whisky.

The rollout of the Timeless Collection will extend beyond Lagos to Abuja and Port Harcourt, as the brand deepens its footprint in Nigeria’s evolving luxury market.

Despite the changes in appearance, The Macallan emphasised that the whisky itself remains unchanged, maintaining the quality and character that has defined the brand globally