PEAKLIFE

By Abhya Adlakha

In the rugged landscapes of Speyside, Scotland, The Macallan has been perfecting its craft for two centuries, shaping the world of luxury single malts. As it marks its 200th anniversary, the brand is making strides in the Indian market, blending tradition with innovation. Their journey into India is as much about preserving traditions as it is about embracing innovation. The brand recently launched its first India store at Delhi’s Indira Gandhi International Airport, marking a significant milestone in one of the world’s key whisky markets. At the helm of The Macallan’s Indian Odyssey is Brand Ambassador Madhu Rajigani, whose passion for the brand’s craftsmanship and innovation mirrors the growing sophistication of India’s whisky connoisseurs.

In an exclusive interview with PEAKLIFE, Madhu discusses his journey, the future of Macallan India, and the art of balancing tradition with innovation in India’s evolving luxury whisky market.

How does The Macallan see the future of the luxury single malt category?

At The Macallan, we envision a bright future for luxury single malts in India, given the steady growth of affluence and the rising middle class. The luxury segment is undergoing a remarkable transformation, with a new generation increasingly appreciative of premium experiences. This affluent category continues to expand, supported by rising disposable incomes and a growing taste for sophisticated offerings. Our commitment to excellence and craftsmanship positions us well to meet this discerning market’s demands. By upholding our principles of unparalleled quality while embracing innovation, we aim to lead India’s luxury single malt category.

How does The Macallan balance its heritage and tradition with the need to appeal to younger consumers?

Our key focus when engaging with diverse audiences is balancing The Macallan’s rich heritage and tradition with constant innovation. Our approach mixes classic techniques with modern innovations. We also explore new flavour profiles and creative partnerships to resonate with diverse interests as well. By incorporating unique elements into our offerings—be it our limited-edition releases or packaging—we create experiences that reflect our commitment to excellence. This strategy preserves our traditions while bringing novel experiences to a dynamic market, bridging the gap between exceptional quality and modern preferences.

With so many single malt brands now available to consumers, what makes The Macallan unique?

The Macallan distinguishes itself through six pillars that define our unique character. Our 485-acre estate in Speyside, Scotland, is farmed with great care, enhancing our whisky’s quality and integrity. Our exceptional craftsmanship is exemplified by our Curiously Small Stills—their unique size and shape maximise spirit-copper interaction, concentrating the ‘new make’ spirit and imparting rich, fruity flavours characteristic of the brand.

The use of exceptional Oak Casks, seasoned with sherry from Spain, is pivotal to our distinctive aromas. These casks, taking over five years to craft, impart rich, nuanced flavours. Every bottle of The Macallan showcases a natural colour derived solely from spirit-oak interaction during maturation, ranging from light oak to deep mahogany. Lastly, our pursuit of excellence, driven by heritage, craftsmanship, and creativity, ensures our brand remains a symbol of quality and innovation in the world of single malts. These pillars collectively create a comprehensive experience that differentiates us, offering a blend of tradition, craftsmanship, and distinctive qualities.

How is The Macallan adapting its product range to suit the Indian market?

We recognize the significant opportunity in India’s rapidly developing luxury single malt market. The growing enthusiasm for fine whisky among Indian consumers excites us, and we’re committed to engaging meaningfully with this vibrant market. Our focus is on fostering deeper connections with whisky enthusiasts by highlighting our distinctive qualities and heritage. We aim to offer an experience that aligns with The Macallan’s synonymous sophistication and excellence. Our goal is to deliver a genuine, engaging experience that resonates with India’s growing number of whisky aficionados, while being mindful of market-specific pricing considerations.

What’s the most challenging aspect of being a brand ambassador for a luxury spirits brand in India?

Being a Brand Ambassador for a heritage luxury spirits brand like The Macallan is both an honour and a privilege. The brand’s commitment to excellence and craftsmanship fuels our creativity and deeply inspires us to present our customers with unparalleled expressions. In India, we are fortunate to engage with a highly knowledgeable audience who truly value the artistry behind crafted spirits. Hence, the exclusivity of our high-end and limited-edition releases is met with enthusiasm and curiosity.

As someone deeply involved with the brand, what’s your favourite The Macallan expression and why?

As someone wholeheartedly immersed in the world of The Macallan, I have a profound appreciation for all our expressions. However, my personal favourite is The Macallan Double Cask range. This selection stands out for its exceptional maturation process, combining a harmonious blend of hand-picked sherry-seasoned American and European oak casks. The result is a delicate fusion that captures the classic Macallan style while introducing a distinctive, sweet, nuanced note from the American oak.

What’s the most common misconception about single malt whisky you encounter in India?

While it’s not exactly a misconception, I always like to reiterate that the rich flavours and smoothness of aged spirits come from the natural interaction between the whisky and the oak casks, rather than artificial additives. At The Macallan, we pride ourselves on our commitment to a 100% natural colour derived exclusively from our casks. This means that every hue and nuance you see in our whisky is a direct result of its time spent maturing in our specially selected oak barrels, enhancing its complexity and character.

What excites you most about The Macallan’s future in India?

India has consistently been a leading market for Scotch whisky, and the single malt category has experienced significant growth as consumers increasingly seek and appreciate premium and luxury expressions. I am proud to highlight that we recently set a record with the sale of the most valuable bottle of alcoholic beverage ever sold in India, through the launch of The Macallan M Collection. Being involved with The Macallan in such groundbreaking launches and curating exceptional experiences is truly fulfilling for me.