The Macallan single malt Scotch whisky brand has launched the Harmony Collection Guardian Oak in China.
Following its activation at Singapore Changi Airport, the Edrington brand is further expanding its presence in travel retail through a partnership with China Duty Free Group, bringing its innovative collaboration with Cirque du Soleil to key travel hubs in Shanghai, Guangzhou and Hainan.
These activations immerse travelers in a sensorial and whimsical retail experience, celebrating both the release of Harmony Collection Guardian Oak, and its creative partnership with Cirque du Soleil. The centerpiece of the pop-ups is the Enchanted Tree which symbolizes The Macallan’s deep connection to nature and whisky craftsmanship.
The installation is inspired by the storytelling and artistry of Cirque du Soleil SPIRIT, a tale of The Macallan brought to life through an immersive experience. Integrated into the spaces are rotatable disks that allow visitors to discover the Spirit Characters and their links to The Macallan’s legacy. Enhancing the sensory engagement, the Experience Tray invites travelers to explore the role of oak in whisky-making featuring various oak chippings that highlight the different stages of The Macallan’s cask journey.
At the Guangzhou and Shanghai airport pop-up activations, visitors will be able to explore the Harmony Collection Guardian Oak through digital engagements, offering deeper insights into the whisky’s inspiration, craftsmanship, and its collaboration with Cirque du Soleil.
The pop-ups feature the Discover Your Expression tool, guiding shoppers on a journey of discovery to match their personal preferences and tastes with different bottlings of The Macallan. Travelers also have the opportunity to join The Macallan Society, the brand’s membership platform by signing up via its WeChat Mini Program. This initiative allows travelers to deepen their connection with The Macallan, staying informed about exclusive releases and experiences.
Michelle Sun, China Duty Free Group Assistant General Manager, said, “The Macallan is a brand that embodies craftsmanship and rich storytelling, we’re proud to continue our partnership with The Macallan and bring exceptional experiences to key locations across China such as Hongkong Airport, Shanghai Airports, Guangzhou Airport, Hainan etc.
“We’re excited to introduce travelers to the Harmony Guardian Oak through these pop-ups. Our customers are always looking for something special, and this launch brings them an exclusive opportunity to explore a truly unique whisky while traveling.”
The pop-up in Guangzhou Baiyun Airport Terminal 2 (Departure) launched on March 1, 2025, followed by the pop-up at Shanghai Pudong Airport Satellite Terminal 1 (Departure) on March 15, with both running until June 2025. In addition to the pop-ups, The Macallan will have a prominent presence at Shanghai Pudong Terminal 1 and Terminal 2 Departures with promotional spaces running from the beginning of March to the end of April 2025. The brand will also introduce an updated window display in The Macallan Haikou Boutique. These activations are said to offer travelers in China a unique opportunity to engage with The Macallan’s artistry through a curated selection of experiences showcasing Harmony Collection Guardian Oak.
Jeremy Speirs, Regional Managing Director – Global Travel Retail at Edrington, commented, “China is an incredibly important market for The Macallan, and we’re thrilled to bring this special release to travelers here. Harmony Collection Guardian Oak is a whisky that tells a story, not just of The Macallan’s craftsmanship, but of creativity and collaboration. These activations are about more than just whisky; they’re about inviting travelers to experience The Macallan in a way that feels personal and memorable.”
Harmony Collection Guardian Oak is the fourth release in The Macallan’s Harmony Collection, a limited-edition series that celebrates the brand’s deep connection to nature and wood craftsmanship. This edition focuses on the essential role of oak in whisky-making, highlighting the expertise and time required to craft The Macallan’s distinctive flavor.