The Macallan M makes debut with DFS at Singapore Changi Airport
Published: 04/06/13
Source: ©The Moodie Report
By Rahul Odedra Melody Ng in Singapore
SINGAPORE. The Macallan M, the decanter produced in collaboration with Lalique and Fabien Baron, has gone on sale for the first time, with DFS at Changi Airport.
The retail launch of the single malt, now regarded by The Macallan as the pinnacle of its core range, follows on from the unveiling of the rare spirit in Hong Kong last week. The Moodie Report was the sole travel retail media present at both events.
Yesterday’s launch, held at the main DFS Liquor Tobacco store in Terminal 3, was attended by representatives of Edrington, DFS and Changi Airport, along with local media.
The Edrington Group Regional Director of Asia Travel Retail Ryan Hill said: “This is the global, domestic and duty free launch of one of our most expensive products. We’re very proud to be able to work as a Trinity to bring this product to fruition, so we’d like to thank everyone involved.”
As reported in our exclusive preview of the launch, M was the product of a collaboration between The Macallan, designer Fabian Baron and crystal makers Lalique. Only 1,750 bottles are being sold in the first year of production, with a recommended retail price of US$4,500 for each 70cl bottle.
DFS Group Vice President Wine Spirits Brooke Supernaw said: “It’s such an honour to have the opportunity to sell M by The Macallan. I would like to thank our partners at Edrington for choosing DFS and Changi Airport to launch this spectacular product.
“There is a lovely synergy between the collaboration of the three masters that have created the M Decanter and the collaboration between the three partners here today to launch the product, with Changi Airport, The Macallan and DFS.”
The unveiling ceremony in the airport store was followed by a cocktail reception at the Chengal Ballroom in Crowne Plaza Hotel Changi Airport, where DFS Platinum Services Club (PSC) members were treated to a tasting of M. Selected members of the PSC, which is the retailer’s invitation-only customer loyalty programme, were invited for an exclusive gathering organised by DFS and the Edrington Group.
The launch comes at an important time for DFS, as it prepares for the tender for the Liquor Tobacco concession (as well as Perfumes Cosmetics) at Changi Airport.
DFS Changi Airport General Manager Parker Gundersen said: “There’s a lot of attention right now, especially here at Changi Airport, but for the most part this is what we do. We’ve become masters at delivering these kinds of products. We’re proud to showcase it and there’s a lot of attention right now around it, but this is a regular occurrence here.
“It is important to have these launches, first and foremost for the customers, and the fact that we can deliver that at Changi first is a great win for us.”
The Macallan M makes debut with DFS at Singapore Changi Airport
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