MACALLAN THE ARCHIVAL SERIES FOLIO 1-7

The Macallan Archival Series commemorates the iconic Macallan advertising campaigns of the 1970s, 80s and 90s. With the first release being in 2015, this series is comprised of 24 individual releases.

Folio 1 - "THE NAME MACALLAN…" The first release in a 24 part series that celebrates and revisits The Macallan's original print, press and film advertising campaign; mapping the story of The Macallan from a remote farmstead on the River Spey to a whisky that is enjoyed around the world.

Folio 2 "A PLACE CALLED MACALLAN..." - From the first brief from the then Macallan Chairman Peter Shiach in the late 1970s, creative advertising duo David Holmes and Nick Salaman produced 250 individual pieces of advertising for The Macallan spanning three decades. Moving from the small placement beside The Times crossword in 1980 to bigger, more creative placements over time, the campaign had an intelligent wit and distinct tone of voice that became almost infectious. Resonating with readers, suppliers and friends, stories were shared in response to the campaign that would soon be inspiration for future ads.

Folio 3 - "THE SNOW CAN LINGER ON BEN RINNES" The third release leads with an advertising feature that celebrates the idea that whisky is best made in cold weather, inspired by a tradition commented on by the Macallan Distillery Manager to David Holmes and Nick Salaman on a visit to The Macallan Estate. Continuing the highly distinctive style of the ads and the simple but memorable strapline that put the mantra of ""less is more"" at its heart, the continuing campaign continued to speak loudly in small spaces and gain momentum with a wider audience.

Folio 4 - "MACALLAN - A STRATHSPEY OF SINGULAR SPRIGHTLINESS" The fourth release features an advertisement including a strathspey composed by James Scott Skinner (1843-1927). The ad notes that Skinner, "The Strathspey King", was moved to music by the lilting flavour and melting resonances of a tumbler of his favourite malt whisky - The Macallan. The ad, small but groundbreaking, was the first instance of musical notation displayed on a page of British newspaper, The Times, and quite possibly in the advertising of any whisky. 

Folio 5 - "KEEP THIS KNOT FIRMLY TIED" - The Macallan Folio 5 commemorates an advert featuring the tale of a “Luggy Bonnet” with the words “Keep this knot firmly tied”. The sketched image recollects a scene of acquaintances at the end of a day on Speyside when one sportsman talks of a so-called “disaster”, missing the opportunity of a dram of The Macallan from the "Laird" as a result of his hat covering his ears. The allure of this captivating Single Malt whisky features a rich aroma of dates and fresh figs that make way to sweet raisin, mingled with a warming ginger and wood spice. The whisky is inspired by the iconic advert and brings this memorable campaign to life once again.  

Folio 6 - "THE CHAIRMAN" - 

The sixth release in The Macallan Archival Series, Folio 6 celebrates a wonderfully witty advert, which cleverly featured ‘The Chairman’ as a Scotsman dancing the Highland fling over a pen and brush, the symbols of the advertising team of Holmes and Salaman. At the time, The Macallan Chairman was Allan Shiach, who as a writer himself, was known to suggest the occasional idea to the brand’s creative team. Naturally, the two admen tended to bridle a little at these suggestions from above – but of course when it was The Macallan Chairman they could hardly demur. Brows were furrowed. Misgivings were muttered. But the admen stuck to the creative task, and ultimately chose to feature the Chairman himself in their response to the gauntlet he had thrown down. The resulting campaign remains one of the brand’s most memorable, and to many, the most amusing.

Folio 7 - "THE BOFFINS BAFFLED" - The seventh release in The Macallan Archival Series explores one of their legendary advertising campaigns from 1986, ‘The Boffins Baffled’. It tells the story where the the Macallan Directors at the time invited a party of scientists to unravel the story as to why The Macallan was so special, but they were left positively baffled. No scientific rationale could account for the magic which took place inside of the casks, so the Boffins insisted on taking extra whisky back to the laboratory – all in the name of ‘research’. The Number 7 has been matured in sherry seasoned oak casks.