The Macallan is rolling out a redesigned visual identity in Kenya as the Scotch whisky maker seeks to deepen its appeal to premium spirits drinkers in a market where consumers are increasingly trading up to higher-end brands.
The Edrington-owned distiller said the updated packaging will appear across its core “Timeless Collections” — Double Cask, Sherry Oak and Colour Collection — while the liquid itself remains unchanged. The move aligns with a broader strategy to reinforce the brand’s luxury positioning and capture growth in East Africa’s premium spirits segment.
Whisky accounts for about 13% of total spirits consumption in Kenya, according to industry researcher IWSR. Globally, single malt Scotch forms part of a whisky market valued at more than $10 billion in 2025, with premium expressions driving most of the value gains as volumes grow more slowly.
That shift toward higher-priced bottles has encouraged producers to invest in packaging, provenance and storytelling as much as production.
The Macallan’s redesign was developed with graphic designer David Carson and draws on visual cues from its Speyside distillery in Scotland. A sweeping bottle silhouette echoes the curved roof of the Macallan Estate, while updated labels reference the “Sherry Triangle” in Spain, where the brand sources sherry-seasoned oak casks that shape its flavor profile.
New back labels include symbols describing flavor and aroma influences, and QR codes aimed at improving product traceability and consumer engagement.
“Like whisky, design is all about balance,” Carson said in a statement, describing the refresh as an effort to blend the distiller’s history with a more contemporary look.
For the company, the redesign is less about aesthetics than reinforcing brand equity in a competitive market where imported premium spirits command higher margins.
Sherlyne Muita, The Macallan’s brand ambassador for Kenya and East and Central Africa, said the updated look is intended to reassure consumers that craftsmanship and quality remain intact. “While the look has evolved, the liquid remains the same,” she said.
Ishmael Tanui, area manager for Edrington Kenya, said the company is focused on building “long-term trust and relevance” for the label locally, adding that the refreshed identity is meant to strengthen emotional connections without altering the whisky itself.
The new bottles are now available at select retailers and hospitality venues in Nairobi and other cities.
For global spirits makers, Kenya and the wider East African region represent a small but growing opportunity as rising incomes and urbanization boost demand for premium imported brands — a trend companies hope will offset slower growth in mature markets.
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