The Macallan single malt whisky can now be seen in a unique 3D holographic point of sale campaign promoting its exclusive travel retail range The Macallan 1824 Collection. The promotion was commissioned by brand owners The Edrington Group for use by Maxxium Travel Retail, the European marketing and distribution company.

The campaign features cutting edge holographic 3D animations at point of sale locations in Amsterdam Schiphol Airport and The Macallan distillery in Speyside, Scotland.

The in-store promotion was produced by 3D specialists Inition and features the The Macallan 1824 Limited Release decanter with 3D animations appearing in and around the exceptional bottle. The creative, tells the story of the whisky from its heritage in the Scottish Highlands to the unique Macallan distillation process.

Photo: Macallan 3D display

Inition’s 3D artists worked with existing assets to create the CGI content from 3 different perspectives to allow the footage to be viewed from all angles. Each stage of the distillery process is visualised from barley fields to quality oak casts, to highlight the processes that contribute to the colour, aroma and flavour of The Macallan, as the tagline states “All our experience distilled into one special collection.”

The point of sale displays launched this week in the duty free store at Amsterdam Schiphol Airport and at The Macallan distillery visitors centre in Scotland.

Patricia Lee, Marketing Assistant at The Edrington Group commented, “This innovative holographic promotion really delivers the wow factor at the critical point of sale. The visual impact of the holographic imagery succeeded in grabbing the attention of shoppers and allowed us to tell the story of The Macallan in a unique and engaging way.”