In 2022 single malt labels such as Glenfiddich and The Macallan are becoming a mainstream trend. Eurometer states how the two brands have tripled in market share in China from 2015-2020.
The Macallan has a history of unconventional, record-breaking sales. The first record-setting cask had drawn much attention with the addition of an NFT named “The Angel’s Share” for a World Record of $2.3M. In August 2021, at the “Fine and Rare Whisky sale, a Macallan-1991 cask set a new auction record price with a cask of 202 bottles sold for HK$4,464,000, which is the highest per-bottle price (HK$22,099) for any whisky cask at auction.
Moreover, Macallan is one of the first whisky brands to start marketing in China. They installed a spectacular retail space with CDFG (China Duty-free Group) in Hainan in 2020, and also an immersive sensory exhibition in 2021.
The ten most expensive single malts on Wine-Searcher over the past 12 months have seen an increase of 54% in average retail price in the past 12 months. The Macallan took 7 out of the top 10 places and its unrivalled commitment to the mastery of wood and spirit continues to show great promise.
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