They say, good things come in threes. Alas, for Macallan's Concept series, its third release would also be the end of this particular expression. Continuing the fusion of artistry and whisky expertise, Concept No. 3 sees the involvement of renown graphic designer, David Carson.
During the grunge music boom in the mid-80s, these alternative bands resorted to do-it-yourself covers that feature distressed lettering that are low-fidelity that are set against miscoloured photography. The aesthetics came about due to economic necessity and when used outside of the music scene, this look became known as "grunge typography". David Carson, who was the art director for Ray Gun, pushed the unconventionality of grunge typography to its limits—misalignments; disharmonious lettering—he even used Zapf Dingbats, a font containing only symbols, for a Bryan Ferry interview because Carson thought the interview was "dull".
For the look of Concept No. 3, Carson visited The Macallan's Speyside estate, where he spent time with Polly Logan, a whisky maker for The Macallan. The result is a handmade collage that includes hues found on The Macallan Estate (the red represents the sherry-seasoned oak casks; the blue represents the River Spey). The the bottle's content, Logan drew influence from Carson's character and career to craft a whisky with a distinctive golden hue that signals Carson's years on the West Coast. Also, after realising that Logan and Carson's favourite number is eight, the ABV was developed specifically to be 40.8%.
Macallan's Concept No 3 (700ml) will retail SGD199 and will be available from August at Lotte Duty Free Wines and Spirits Stores at Singapore Changi Airport Terminal 1 and 3, Departure Hall.