The Macallan and CDFG introduce travel retail-exclusive Harmony Collection Guardian Oak in China

CHINA. The Macallan (Edrington Group) has partnered with China Duty Free Group (CDFG) to expand the travel retail-exclusive Harmony Collection Guardian Oak in China. The roll-out follows a previous activation at Singapore Changi Airport and features exclusive animations in Shanghai, Guangzhou and Hainan.

The activations immerse travellers in a multi-sensory retail environment, celebrating both the unveiling of the Harmony Collection Guardian Oak and The Macallan’s creative collaboration with Cirque du Soleil.

The animations are located in Guangzhou Baiyun Airport Terminal 2 Departure and Shanghai Pudong Airport Satellite Terminal 1 Departures.

The Guangzhou pop-up launched on 1 March, followed by the Shanghai activation on 15 March. Both are running until June. Alongside these animations, The Macallan will maintain a significant presence in Shanghai Pudong terminals 1 and 2 Departures with promotional spaces operating throughout March and April.

An updated window display will be introduced at The Macallan cdf Haikou International Duty Free Shopping Complex boutique, reinforcing the brand’s premium positioning in Chinese travel retail.

The centrepiece at each pop-up is the Enchanted Tree installation, a striking visual element inspired by the storytelling and artistry and the Cirque du Soleil SPIRIT immersive experience. Additionally, the Enchanted Tree symbolises The Macallan’s deep-rooted connection to nature and whisky craftsmanship.

The animations integrate interactive elements including rotatable disks that reveal SPIRIT characters and their links to The Macallan’s heritage. Enhancing the sensory experience is an Experience Tray that invites travellers to explore the role of oak in whisky-making and discover The Macallan’s cask journey through oak chippings.

The Guangzhou and Shanghai pop-ups offer immersive retail spaces that blend digital engagement with sensory storytelling. Visitors can explore the Harmony Collection Guardian Oak through interactive digital touchpoints that provide deeper insights into the whisky’s inspiration and craftsmanship and the distillery’s collaboration with Cirque du Soleil.

A key feature at the activations is the Discover Your Expression tool, designed to help shoppers identify their ideal whisky match based on personal preferences and taste profiles. Additionally, visitors can sign up for the brand’s membership platform, The Macallan Society, via its WeChat Mini Program. This enables them to stay informed about exclusive releases and experiences while fostering deeper connections with the brand.

China Duty Free Group Assistant General Manager Michelle Sun commented, “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 Hong Kong, Shanghai and Guangzhou airports and Hainan.

“We’re excited to introduce travellers 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 travelling.”

“China is an incredibly important market for The Macallan, and we’re thrilled to bring this special release to travellers here,” added Edrington Global Travel Retail Regional Managing Director Jeremy Speirs. “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 travellers to experience The Macallan in a way that feels personal and memorable.”