French crystal-maker Lalique is continuing its limited-edition decanter collaboration with Scottish whiskey distiller The Macallan to reinforce the spirit-maker's six pillars, while introducing the crystal brand to a new consumer base.
Beginning in 2005, “The Macallan in Lalique V: The Spiritual Home” is the fifth decanter created for the six-series collaboration meant to showcase both parties as dedicated to artistry and craftsmanship. The exclusive and limited combination of rare whiskey and bespoke crystal has made the series coveted by collectors and whiskey sommeliers alike.
"The partnership benefits The Macallan because it highlights the relationship we have with Lalique, a company that values craftsmanship, top quality and heritage, values that we hold dear at Macallan," said David Cox, director of fine and rare whiskeys at The Macallan, Craigellachie, Scotland.
"The decanter collection has found the imagination of a lot of people," he said. "It has taken us into a slightly different world, beyond just drinkers of single malt whiskies but appeals to art lovers, people who love to find things and people who love Lalique.
"It’s introduced The Macallan to Lalique collectors who didn’t know much about our whiskey. They’ve come into our family."
Five cheers for whiskey
The Macallan in Lalique V: The Spiritual Home decanter was inspired by the saying “home is where the heart is” and most importantly the Easter Elchies House on the grounds of Macallan’s Speyside Estate in Scotland.
Lalique crystal-maker Marc Larminaux drew characteristics from the house’s sandstone wall to create the frosted surface that adorns three sides of the decanter. Using the crystal-maker’s “lost wax” technique, the engraved crystal decanter also includes the initials “JEG” in remembrance of Captain John Grant who oversaw the house’s construction in 1700.
Macallan's Easter Elchies House
Cherry in color, the whiskey has been aged in American oak sherry seasoned casks since November 1950, making this Macallan’s second oldest spirit since its founding in 1824. The rare 62-year old Macallan single malt inside the engraved crystal decanter has notes of toffee, raisin, blood orange, ginger figs, cigar leaf and oak.
So far, the Lalique Macallan collection includes 50-, 55-, 57-, 60-years old whiskies. The 62-year old whiskey and crystal engraved decanter are limited to 400 pieces with a retail price of $25,000 from select whiskey retailers.
The Macallan in Lalique collection so far
To further promote The Macallan in Lalique V: The Spiritual Home, the spirit maker is using its social media pages to increase exposure among younger consumers.
Macallan's Instgram
The collaboration is meant to uphold Macallan’s six pillars of the Spiritual Home that include curiously small stills, the finest cut, exceptional oak casks, natural color and peerless spirit and aligns with Lalique’s heritage of fine crystal making in various mediums.
Raising the bar
Macallan’s partnership with Lalique has created a lot of interest among collectors, philanthropists and enthusiasts.
Macallan partnered with auction house Sotheby’s to sell off a 64-year-old bottle of Scotch in a Lalique-branded decanter to benefit the nonprofit organization, charity: water.
The bottle auctioned at $460,000 with 100 percent of the proceeds benefiting the charity. The auction has launched in April and has since toured internationally to raise funds for charity: water, ending its tour in New York on Nov. 15, 2010 (see story).
Macallan has used contemporary methods to reinvent the brand for a new generation of Scotch whiskey drinkers.
For example, Macallan marketed a set of bottles that feature labels with photography by Annie Leibovitz through a world tour that included stops in Hong Kong, Moscow, London and New York.
The brand commissioned Ms. Leibovitz to take four photographs of Scottish actor Kevin McKidd around New York that were featured on special-edition bottles of whiskey as part of its Masters of Photography initiative. In addition to 1,000 limited-edition bottles available for $2,750 each, the brand is targeting high-net-worth consumers by offering four $25,000 bottles of Macallan 1949 that mark Ms. Leibovitz’s birth year (see story).
Macallan and Lalique's dedication to craftsmanship helps both brands branch out to new audiences.
“Following the success of the first four decanters in The Macallan in Lalique Six Pillars Collection, Lalique is proud to unveil the fifth," said Maz Zouhairi, president and CEO of Lalique North America, New York.
"After months of collaboration on the design of the new decanter, Lalique has created a superb example of craftsmanship that encapsulates the spirit of Easter Elchies House, the distillery’s spiritual home at the heart of The Macallan Estate," he said. "The spectacular shape and exquisite detail of this Fifth Pillar represent countless hours of work by Lalique’s master craftsmen.
"The Macallan and Lalique are both highly respected leaders in their respective fields and have achieved iconic status as global luxury bands. Both are great artists with the pursuit of perfection. It is a natural collaboration between two companies renowned for their craftsmanship that brings together the undisputed ‘Masters of Crystal’ with the ‘Masters of Spirit and Wood’."
Final Take
Jen King, editorial assistant for Luxury Daily, New York