The Macallan Timeless Collections are three classic ranges reimagined to explore how timelessness is interpreted today through whisky-making craft that remains unchanged, even as its visual expression evolves. The Timeless Collections are rooted in continuity: the intentional preservation of signature flavour profiles, maturation philosophies, and making techniques, and the belief that timelessness in whisky is defined not by rarity, but by relevance across generations.
At the heart of this narrative is Euan Kennedy, Lead Whisky Maker, who offered us a rare behind-the-scenes perspective on how the Timeless Collections remain anchored to The Macallan’s core pillars of exceptional oak casks, natural colour, and mastery over time, while embracing a contemporary visual identity created in collaboration with legendary designer David Carson. He shared insights on what truly makes a whisky timeless, how The Macallan caters to a global flavour palette, and how they stay true to tradition while also evolving their visual identity.
The word timeless is associated so much with The Macallan. What actually makes a timeless Scotch whisky? How do you craft that? What makes it timeless?
In the context of The Macallan, we have a huge legacy and history. We celebrated our 200th anniversary a couple of years ago, and that gives you a sense of the time that has passed since our founding. Over that time, many generations of whisky makers and craftspeople have shaped the whisky that we know and love. We have done that in a way that is unique to us. That is what is so important about our timeless collections, whether that is the Double Cask or the Sherry Oak Collection. It tells the story of sherry cask seasoning. We have an incredible level of ownership. We are not just partners but colleagues with the teams in Spain who construct and develop our seasoned casks to our specification.
Everything within our timeless collection has been shaped by that legacy. For me, it is shaped by legacy, but it is also about setting a benchmark for the future. It is a real pressure and a privilege for us as a whisky making team to build upon that legacy and tell our stories in a new way for new audiences well into the future.
Flavour is so personal, and you are a global brand. How do you retain the tastes of your classic whiskies while also catering to a global palate?
As a team, we reference this sense of incomparable craftsmanship and creativity almost every day. We make all our whiskies through that lens.
Our sherry seasoned oak casks are unique. The time, effort, and energy that go into making those casks and maturing our whisky over years and generations set us apart. A big part of what we want to do is tell that unique story. The whiskies we create in that way are really special and important to us, and it is our privilege to share that with the world. Creativity is about working with whisky in new ways, but it is also about how we tell that story for future generations and new audiences. We explain the craft, the workmanship, and the attention to detail that go into making our whiskies.
Flavour is unique, but the depth of flavour in our expressions allows everyone to find something unique within the glass. I was out for dinner with the local team in India, and we were served cocktails made with The Macallan. The way local bartenders shaped The Macallan through the lens of India was inspiring. It is about explaining our legacy and craftsmanship but allowing creative expression to tell The Macallan story in a new way for new audiences.
You have spoken a lot about oak casks. What do they mean to your identity, and how do they set you apart?
I would use the term past, present, and future. Sherry seasoned oak casks are fundamental to what we do. They make us unique as a distillery and as whisky makers. In the past, we have had incredible relationships with cooperages where the casks are made and bodegas in Jerez in Spain where the sherry wine is made. Recently, we have changed the nature of those relationships. We now have partnership and ownership stakes in this. We are working with colleagues and friends, not just partners.
The level of control and the ability to influence even the smallest detail when shaping our casks is incredible. The work we are doing now is built on our legacy but will shape the distillery and our whisky well into the future. We are always looking to move forward while staying true to who we are. Fundamentally, those sherry seasoned oak casks set us apart in terms of unique flavour.
How do you stay true to what The Macallan stands for while evolving your visual identity, particularly with the David Carson collaboration?
What is important to emphasise is that the whisky in the bottle has not changed. It is the same timeless expressions that we know and love. We have not changed the visual identity, but we have evolved it, and David has helped us achieve that. He works in collage, which is the build up of colour and texture to tell a story. There is real synergy between how he works and how we work as a whisky making team. We build layers of flavour and complexity within our whisky. It felt like a lovely synergy between those two worlds. It has reimagined the look and feel for us as a distillery and brand for the future. There are lovely details in the packaging. On the back label, we talk about flavour and give people an insight into what to expect. If you look closely, there is always something new to explore.
Can you walk us through your craft process and the continuity behind the scenes?
As a team, we are incredibly hands on. We hand select every single cask that goes into every single batch of The Macallan. It is a pressure to get it right and select the right casks, but it is also a huge privilege to explore the variety and depth of flavours available to us. When crafting the timeless collections, like the Double Cask or Sherry Oak, it is about consistency and finding the right casks to tell that story over and over again. It is important that we meet expectations, not just of the people drinking our whisky but for ourselves. We place huge value on building on the legacy of those who have gone before us.
A huge part of our job is not just making the whiskies of today but laying down casks for tomorrow. We are custodians for a moment in time, looking after the distillery and the whisky, and hopefully leaving it in a better place for the future. The ownership in Jerez emphasises how seriously we take that responsibility. Every day is different, but it is always very whisky focused.
How do you ensure The Macallan stays relevant to up and coming generations of drinkers, especially in markets like India?
It comes back to a real belief in who you are, what you do, and the stories you have to tell. We have a depth of legacy, and it is about harnessing that in the right way and building upon the past. The question is how to speak about whisky and The Macallan in a new way. For me, it is about giving people permission. Sometimes we can take ourselves and whisky too seriously. It is about telling new stories with the whiskies we know and love. It is about giving people permission to talk about flavour and to make the drinks they love, perhaps putting a local twist on flavours they know and love. That is the creativity angle. We are constantly striving to tell those stories in a new and creative way that people can find accessible and connect with.
Words Neeraja Srinivasan
Date 12.2.2026