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The Macallan Brings TIME : SPACE To JFK Airport

Throughout December, The Macallan fans can enjoy an immersive travel retail experience at two international airports in the USA.
  • Beth Squires is the Deputy Editor of The Whiskey Wash and a graduate of the OurWhisky Foundation’s Atonia Programme. With over half a decade of industry experience, she is passionate about writing stories that highlight innovation, diversity, and sustainability across the global whisky landscape.
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Credit: The Macallan

Throughout December, The Macallan fans can enjoy an immersive travel retail experience at two international airports in the USA. Passengers traveling through John F. Kennedy International Airport (JFK) and San Francisco International Airport (SFO) will be given a unique chance to purchase a bottle of The Macallan TIME : SPACE Mastery, which accompanied the release of the TIME : SPACE 84 Year Old earlier this year. The 84 Year Old is also on offer, with price upon application. 

The retail spaces aim to enhance traveler experiences by inviting guests into the vibrant world of The Macallan with immersive experiences and purchase opportunities.

The Macallan Travel Retail Experience

The retail experiences at JFK and SFO join other pop-ups at other airport locations such as LAX, London Heathrow, and Singapore Changi. JFK offers the most immersive experience, with a variety of fun activities for the avid whisky fan. 

At the heart of the shopper journey in JFK is an immersive Virtual Reality experience, The Heart of the Spirit, delivered through cutting-edge headsets. This captivating concept showcases poetry by award-winning Scottish novelist Jenni Fagan and illustrations by acclaimed Spanish artist, and Macallan collaborator, Javi Aznarez.

The journey is further enhanced by an Augmented Reality feature, enabling guests to explore rich storytelling and detailed information via their own devices while encouraging sign-ups to The Macallan Society. 

A shopper experiences The Heart of the Spirit. Credit: The Macallan

Additionally, the pop-up includes a Discover Your Expression tool, which uses interactive touchscreen technology to guide shoppers in matching their preferences and tastes to specific Macallan bottlings.

And, of course, fans will have the chance to purchase one of the bottles from The Macallan TIME : SPACE Collection, which launched in September 2024 as part of the brand’s 200th anniversary celebrations. You can find out everything you need to know about The Macallan TIME : SPACE Collection here. 

Jeremy Speirs, Regional Managing Director at Edrington Global Travel Retail, commented: “For launches as captivating and ambitious as The Macallan TIME : SPACE collection, global travel retail is the perfect platform for engaging with global consumers and telling the stories that lie behind these products. Through a strong pop-up program and a widespread media campaign, we’re looking to leverage the rich content and create lasting impressions with shoppers in our channel, while continuing to elevate The Macallan’s positioning.”

Beth Squires

Beth Squires is the Deputy Editor of The Whiskey Wash with over half a decade of industry experience. She possesses comprehensive knowledge of the global whisky landscape, spanning everything from heritage and production to complex market analysis A graduate of the OurWhisky Foundation’s Atonia Programme, which champions women in whisky, Beth is a dedicated advocate for diversity and sustainability, focused on highlighting the innovation and storytelling that define the modern whisky industry.

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