The Macallan Unveils Gallery 12

The Macallan Gallery 12

In order to truly tell the story behind their legendary 12-Year-Old Whiskies, The Macallan has added a splash of augmented reality to their bottles. Meaning that this week in New York, The Macallan officially kicked off Whisky season with the launch of its immersive AR art exhibit titled Gallery 12. Showcasing the different characteristics behind both The Macallan Sherry Oak 12 Years Old and The Macallan Double Cask 12 Years Old, the exhibition has caused quite a stir in the technology and Whisky worlds.

Leaders in technology, media, and the spirits industries gathered to celebrate the launch. Each guest was invited to step into another world to experience unique art installations within the mixed reality gallery using the power of Microsoft HoloLens. The Macallan is one of the first spirits brands to use this cutting-edge technology which is the first self-contained holographic computer, enabling guests to engage with digital content and interact with holograms in the world around them.


The gallery installation itself features custom-crafted, interactive art pieces that communicate what makes The Macallan 12-Year-Old Whiskies so distinctive. The journey includes a visit to the American and European oak forests, where The Macallan sources the wood to make the casks where the Whiskies are aged, and through The Macallan’s legendary process to help attendees gain an understanding of the unique oak types, natural color, and flavor notes of each Whisky. It’s the perfect combination of Macallan Whisky-making craftsmanship and breakthrough technology.

Raul Gonzalez, VP Marketing, and Business Development at The Macallan
Raul Gonzalez, VP Marketing, and Business Development at The Macallan

“The Macallan is always at the forefront of innovation, tirelessly seeking the best ways to connect with our technologically-savvy audience,” noted Raul Gonzalez, VP Marketing, and Business Development at The Macallan.

“As we have used virtual reality in the past, using AR in Gallery 12 was a natural next step in bringing the two stories of our core 12-Year-Old expressions to life. It’s an innovative and fun way to have drinkers learn about and enjoy both 12-Year-Old Whiskies.”

As an extension of the Gallery 12 augmented reality exhibit, The Macallan created an AR app experience designed specifically for Apple’s latest, most advanced ARKit platform on iOS 11. This uniquely interactive experience brings the story of The Macallan two 12-Year-Old Whiskies to life, from acorn to bottle. The app includes a glimpse through a virtual window at the brand’s extensive wood sourcing process, along with an artistic look at both 12-Year-Old Whiskies’ 100% natural colors and distinctive flavors.

The brand will be using the app for educational experiences with consumers and trade and is meant to be used both at home and on the shelf in bars and liquor stores.


The Macallan Gallery 12 launched in New York City this week and will be traveling to Miami, Chicago, Houston, and San Francisco throughout the fall.

The Macallan Double Cask 12, is a perfect balance of 100% sherry-seasoned American and European oak. Defined by a modern, American oak sherry cask style, with notes of honey, citrus and fresh oak, melded perfectly with classic Macallan hints of dried fruit, this expression is very approachable, sweet and refreshingly smooth. Comparably, The Macallan Sherry Oak 12 is a Macallan classic with dried fruit flavors, spices, toffee and wood smoke, and a deliciously long and smooth finish. The Whisky is aged in 100% sherry-seasoned oak casks and is defined by the iconic, rich sherried flavor that made The Macallan famous.

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