Macallan’s India journey: Tapping a growing appetite for luxury, legacy, and craftsmanship

Question 1: The Macallan is a brand with a global legacy associated with fine craftsmanship and heritage. Walk us through the journey of the brand, and its advent into the Indian markets.

The Macallan’s story is founded on an unwavering commitment to quality, provenance and craftsmanship.

At the heart of the brand is The Macallan Estate in Speyside, where time-honoured craftsmanship meets an uncompromising pursuit of excellence. Signature elements such as the Curiously Small Stills and the Sherry Seasoned Oak Casks play a defining role in shaping the whisky’s distinctive character.

In India, The Macallan’s journey is centred on deepening appreciation for the brand. Beyond introducing exceptional expressions, the focus is on creating immersive experiences that bring The Macallan’s heritage, craftsmanship and storytelling to life, fostering a richer connection with discerning consumers.

Question 2: India is evolving, growing, and so are India’s consumers. Talk to us about this aspect in light of the luxury and ultra-premium spirit consumption in the country.

India is one of the most exciting growth markets for premium and ultra-premium spirits globally. We continue to see a growing base of consumers with increasing purchasing power, alongside a maturing luxury landscape that values authenticity, craftsmanship and provenance. Together, these factors give us confidence in the long-term opportunity for the category.

Today's consumers are also far more discerning than ever before. They are seeking brands with genuine heritage, a strong sense of purpose and uncompromising quality, while placing increasing value on the experiences and stories that surround them. It's no longer just about what people enjoy; it's about the connection they build with a brand and the values it represents.

The Macallan is uniquely positioned in this environment. With its rich heritage, uncompromising commitment to quality, and strong global reputation, we believe we can continue to build meaningful connections with consumers in India.

2B: What has changed in the last five years and also since the arrival of the company in India?

Over the last five years, India has become an increasingly important market for The Macallan, with strong potential for long-term growth. Since establishing a direct presence in the country, the brand has been able to deepen its relationships with consumers, trade partners, and the wider luxury ecosystem.

The Macallan’s credibility in India has grown organically through consistent engagement, carefully curated experiences, and a clear focus on building the brand over time. This has created a stronger foundation for future growth while allowing the brand to remain selective, relevant, and true to its global positioning.

The most significant change we have witnessed over the past five years stems from the premium consumers’ demands for more compelling products, moving away from their ‘defaults’ to, often, more specialised ones. This is in line with premiumisation trends in this segment, which, for us, is a clear sign of an evolving audience, ready for the incomparable products that The Macallan has to offer.

Question 3: Is there a genuine understanding of craftsmanship and heritage among the Indian consumers or has the taste been acquired?

The growth of the ultra-premium spirits category in India reflects both the country's economic progress and the increasing sophistication of its consumers. As more people travel internationally and engage with global luxury brands, they are developing a greater appreciation for craftsmanship and quality, and that's shaping their preferences.

What we're seeing today is a more considered approach to consumption. Consumers are exploring different styles and expressions, building personal collections, and gravitating towards brands with genuine heritage, consistency, and a distinctive point of view. For us, that is a positive sign that the category is evolving beyond aspirational purchasing towards a more informed and enduring appreciation of our products.

3B: How do you make the Indian consumer, who is increasingly engaging with your brand, understand your legacy and heritage?

The key is to make our heritage something people can experience rather than simply talk about. The Macallan has a remarkable story, but what matters is bringing that story to life in ways that feel relevant, personal, and meaningful for today's consumers.

We do that by creating experiences that showcase our craftsmanship, our exceptional oak casks, and the people and places behind the brand. Alongside that, thoughtfully curated collaborations across art, design and culture, as well as limited-edition releases, provide new entry points for consumers to engage with The Macallan while remaining firmly rooted in our values.

Ultimately, our objective isn't just to tell people about our legacy; it's to help them understand why it continues to matter. When consumers experience the craftsmanship, attention to detail, and sense of provenance that define The Macallan, they begin to appreciate not only where the brand comes from, but also what makes it enduringly relevant today.

Question 4: Storytelling around the history and heritage of your brand has been central to your engagements with the market. Does it change in India?

The essence of The Macallan remains consistent across markets. What changes is the way it is expressed, allowing the brand to connect with different audiences while staying true to its identity.

In India, the focus is on bringing The Macallan’s world to life through relevant and compelling storytelling, covering not only our heritage but also the processes we use to create The Macallan products.

4B: Do you tend to tinker with the storytelling when it comes to the Indian consumers?

The core identity of The Macallan remains unchanged across markets. What evolves is the context in which the story is presented. In India, we look for relevant cultural and lifestyle touchpoints that make the brand feel accessible while staying true to its global character. The emphasis is, therefore, not on changing the story, but on finding relevant and meaningful avenues to express it.

4C: What parts of the story resonate the most with the Indian audience?

What stands out to us is the growing appreciation among Indian consumers for authenticity and craftsmanship. They are increasingly looking beyond the product itself to understand the story, the heritage and the values that sit behind it.

Many of the qualities that have always defined The Macallan - our uncompromising approach to quality and meticulous attention to detail, resonate strongly with consumers who value substance as much as prestige. We also see an increasing interest in collectability and limited-edition releases, particularly among consumers who view luxury as a reflection of personal taste rather than simply a status symbol.

That alignment is encouraging because it tells us that consumers are engaging with The Macallan for the right reasons. They are developing an appreciation for the craftsmanship and character behind the brand, and that is the kind of long-term relationship we're focused on building.

Question 5: Your brand continues to differentiate itself through its commitment to distinctive character, design collaborations, and a deep connection to the history of the brand. Do these ethos hold a significance for the Indian consumer?

These principles are fundamental to The Macallan and continue to shape every aspect of the brand. We’re increasingly seeing that Indian luxury consumers are becoming more discerning, seeking authenticity, craftsmanship and provenance in the brands they choose. They want to understand the story behind what they are investing in, and our unwavering commitment to meticulous craftsmanship is a meaningful differentiator.

A key part of this level of care and control we maintain across the journey of crafting our products is the sourcing and stewardship of the exceptional oak used for our casks, to our ownership of Bodegas Valdespino, which produces the sherry used to season our casks. Through this, we are able to have a closer connection to some of the most important elements that shape The Macallan’s character. This unique model, unlike any other in the industry, allows us to uphold the consistency, quality and attention to detail that is now synonymous with our brand.

Together, these elements reinforce a timeless identity that resonates with the new generation of Indian luxury consumers who value quality, provenance, and story as much as the product itself.

5B: Is the Indian consumer interested?

There is a strong interest among Indian consumers, especially those who are looking to understand luxury spirits more deeply. Education is an important part of building appreciation for the category and for The Macallan.

The focus is on creating meaningful moments of discovery, whether through tastings, curated experiences, storytelling, trade engagement, or consumer interactions that explain the craft, heritage, and character of the brand.

Question 6: The Macallan intends to have a long-term association with the Indian market and its consumers, I believe. Tell us about your approach and plans for India?

India is a strategically important market for Edrington and The Macallan. The growth of affluence, the expansion of the luxury market, and the increasing demand for high-quality experiences provide a strong foundation for the category’s future.

The intent is to build deeper market understanding, strengthen stakeholder relationships, create meaningful consumer experiences, and continue to build appreciation for The Macallan’s craftsmanship, heritage, and quality. All of these are valued by luxury consumers, along with a set of options to choose from, and consume across different occasions.

6A: Are there plans for locally anchored presence in the Indian market, and what is the intent behind that?

A locally anchored presence allows Edrington to be closer to the market, consumers, partners, and stakeholders. It helps the business understand the nuances of India better and build a stronger foundation for long-term growth.

The intent is to create a business that is not only present in India, but meaningfully engaged with the market. Establishing Edrington India as the locally operating company has been a step in anchoring our presence locally. Our Indian entity is in its start-up phase, where we are not only aligning our overall strategy and plans, but also bringing together the best Human Resources to deliver those plans successfully, with a long-term view at the centre of everything we do.

6D: On a consumer level, how are you going to create that connection, that relationship you are known for?

The relationship is built through consistency and meaningful engagement over time. For The Macallan, it is important to create a sense of closeness without losing the distinction and exclusivity that define the brand.

In India, this means being present in the right environments, building strong relationships with collectors, connoisseurs and partners, and creating experiences that feel personal rather than transactional. The aim is to develop a long-term community around the brand, where each interaction strengthens familiarity, trust, and affinity.

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