When a whisky brand turns 200, it could be forgiven for taking a moment to look back. But The Macallan has always been about more than tradition. With the launch of its latest limited edition The Harmony Collection Vibrant Oak, the storied Scottish single malt Scotch whisky is doing something far more compelling: looking ahead.
From packaging made using repurposed oak shavings to immersive storytelling experiences inspired by the natural world, sustainability continues to be a key source of inspiration for The Macallan. With increasing focus on environmental impact in the luxury sector, the brand is making thoughtful efforts to engage with these challenges.
Jaume Ferras, Creative Director at The Macallan explains that The Harmony Collection ‘comes from the brand’s desire to live in harmony with nature, an idea rooted in The Macallan’s DNA and its belief in giving back more than it takes.’
Rooted in Sustainability
Matured in a mix of first fill American and second fill Sherry seasoned oak casks, bringing notes of vanilla, lime, apple, toasted almonds and sweet oak, the fourth Harmony Collection edition, Vibrant Oak explores wood, not just as a vessel for flavour, but as a symbol of the brand’s long-term environmental commitment.
‘Every step, from forest management to cask crafting follows strict environmental and ethical standards, including full traceability of the wood from end to end’ Jaume explains. ‘Through ownership and partnership, we emphasise long-term stewardship of natural resources, supporting forest regeneration and biodiversity.’
The outer box and label for Vibrant Oak was made using discarded oak shavings from previous casks, giving a second life to material that might otherwise have gone to waste. Even the ink on the label is made from natural pigments. It’s part of a larger movement within the brand to make every part of the process more circular – an important shift, considering that packaging accounts for an estimated 20 to 40 per cent of a spirit’s total carbon footprint. For a brand with centuries of history behind it, it’s a logical next step.
Sustainability also extends to how the whisky is presented to the world. In collaboration with Cirque du Soleil, The Macallan recently brought Vibrant Oak to life through a performance inspired by oak forests and the sensory qualities of wood. Taking place in celebration of The Macallan’s 200-year young anniversary, Cirque du Soleil performed a limited series of shows at The Macallan Estate in Speyside, Scotland. A fitting collaboration given Cirque du Soleil powers its award-winning brand home – built on the site of a former sandpit and waste treatment center – with biogas, designs energy-efficient tents, and builds sustainability into every performance.
‘The collaboration was created to tell The Macallan’s oak story in a creative and unique way,’ Jaume notes. ‘Through rich storytelling and thoughtful design, this collaboration expresses the influence of oak as a natural element, blending artistry and craftsmanship from both brands.’
Collaborating with leading voices is distinctive of The Harmony Collection. Previous ensembles, which have included the likes of Stella and Mary Macartney, have helped bring fresh perspectives to themes like nature and sustainability.
‘Each new release within the collection unveils distinctive and innovative packaging that seeks to bring new life to organic by-products which have ended their usual course,’ explains Jaume. ‘It fuses innovative techniques with materials from the natural world at the end of their life to see them reborn with a renewed purpose.’
From the Ground Up
Sustainability at The Macallan doesn’t stop with packaging or performance. It’s embedded in the blueprint of the brand, starting with its award-winning distillery. The Speyside facility, partially built into the rolling hillside, features an undulating, grass-covered roof planted with native wildflowers to support pollinators and reduce energy use.
Constructed to blend into the landscape and preserve the natural beauty of the River Spey, The Macallan’s Highland home minimises visual and ecological disruption. One year after opening, the building was rightfully recognised with a prestigious Royal Institute of British Architects (RIBA) award for its outstanding design and integration into its natural environment.
Landscaping around the distillery was also planned to support biodiversity, with wildlife corridors, protected habitats, and over 485-acres of managed land that includes conservation and natural regeneration zones. After all, the River Spey, which borders The Macallan estate, is part of a designated Site of Special Scientific Interest (SSSI) in Scotland. Land that is now home to more than 60,000 trees and over 70 species of wildlife, birds, and fish, including seven European Protected Species such as red squirrels, badgers, otters, swifts, and pine martens.
But it’s not just aesthetically ethical. The facility, which is transitioning to achieving net zero emissions by 2045, runs with a closed-loop cooling system to limit water waste and a biomass boiler that converts production byproducts into clean energy.
‘Our Estate, Grounds and Land Management teams work in close consultation with ecologists as well as environmental and agricultural consultants to develop integrated strategies which support the conservation and regeneration of our land,’ Jaume explains.
Of course, none of this means The Macallan is turning its back on tradition. If anything, it’s a awareness-raising of the brand’s sustainable roots.
The use of oak casks for example, has always been fundamental to The Macallan’s identity, with a sourcing and seasoning process that stretches across continents and decades. The difference now is in how openly the brand is talking about its materials and their origin stories.
From liquid to label, attention to detail remains central at The Macallan, but the story is evolving. Rather than being rooted solely in tradition, the brand is exploring how legacy and innovation can co-exist and with The Harmony Collection, it’s showing what’s possible when sustainability is treated not as a marketing obligation, but as a creative opportunity.
As The Macallan moves into its third century, it’s not resting on its laurels. It’s asking how it can continue to lead, not just in whisky, but in what modern luxury should look and feel like. And if The Harmony Collection Vibrant Oak is any indication, the answer lies in embracing the earth beneath your feet and the wisdom of your past.
To learn more visit themacallan.com
