Follow us: Luxe Packaging Insight – news & innovations on the luxury packaging market

Discover Horizon: The Macallan and Bentley's whisky packaging prototype

Katie Nichol

Related topics :

, ,
Be the first to react

Comment

Discover Horizon: The Macallan and Bentley's whisky packaging prototype

The Macallan and Bentley Motors have unveiled the prototype for The Macallan Horizon whisky slated to launch in summer 2023. Made of repurposed and reclaimed materials including wood, aluminum and copper, the spirits packaging centers around what is coined an "impossible bottle" with an 180° twist and no standing base.

The Macallan Horizon single malt whisky is the first product collaboration between The Macallan and luxury automaker Bentley Motors. While the whisky itself is in development, the prototype of the limited-edition product packaging has been revealed.

Breaking with tradition, the partners opted for a horizontal, rather than vertical, design: the glass bottle has a 180° twist and no standing base. The cap is made of aluminum recovered from Bentley's car manufacturing process. The packaging also integrates what is described as ethically sourced leather from local Scottish supplier Bridge of Weir Leather, as well as repurposed wood and copper, a portion of which is sourced from The Macallan’s disused copper stills.

"Our collaboration with Bentley Motors and the knowledge exchange we have undertaken as a result has inspired us to see things very differently. In the spirits world, everything is upright, such as our stills and our bottles. When we looked at the horizontal direction pursued by Bentley Motors as part of the automotive industry, it made us consider if and how we could adapt this format for whisky, which ultimately requires to be poured,” Jaume Ferras, Global Creative Director for The Macallan, said in a statement.

Pricing and availability details will be revealed closer to the launch date, which is planned for summer 2023.

The Macallan and Bentley Motors inked a global partnership in July 2021.

Editor's picks

Chanel highlights embroidery with Sycomore fragrance coffret

Chanel highlights embroidery with Sycomore fragrance coffret

Embroidery and Baccarat crystal take center stage in Chanel’s latest fragrance coffret, Sycomore et les Maisons d’art. For the newest edition of its coffrets celebrating French craftsmanship, Chanel called on French crystal maker[…]

Gainerie 91 design contest: The winning projects

Gainerie 91 design contest: The winning projects

2022 Verallia Design Awards rethink glass bottles for no/low drinks

2022 Verallia Design Awards rethink glass bottles for no/low drinks

Juju Wang: A modern traditionalist

Juju Wang: A modern traditionalist

More articles