The Macallan Debuts Innovative Collaboration with Cirque du Soleil
The Macallan Debuts Innovative Collaboration with Cirque du Soleil

In celebration of The Macallan’s 200th anniversary, the esteemed single malt Scotch whisky brand has embarked on a multi-year collaboration with Cirque du Soleil. This innovative partnership, highlighting the creative synergy between the two iconic brands, commenced with a remarkable theatrical event and will extend to global product launches.

The collaboration commenced on May 9th with an unforgettable sensory encounter at The Macallan Estate, the brand's home in Speyside, Scotland, in May 2024. Titled Cirque du Soleil SPIRIT, the production features a diverse cast from four continents, blending The Macallan's expertise in whisky craftsmanship with Cirque du Soleil's mastery of the performing arts.

Marie-Hélène Delage, Creative Director at Cirque du Soleil, said “Cirque du Soleil SPIRIT is a spectacular collaboration based on mutual respect. Through harmony paralleled with nature and storytelling, we've forged a collaboration that highlights the strengths of both of our brands. With this invitation, we're welcoming guests to an unforgettable experience in the timeless beauty of The Macallan Estate. Together, we've written a tale that celebrates the beauty, wonder and deep connection we all share with the natural world.”   

From May 9th to 31st, each performance will transport attendees into the theatrical realm of the Scottish Highlands, featuring hair suspension, aerial silk, contortion, cyr wheel, tight wire, juggling, hoop diving, bagpipes, and flamenco dancing. The international cast hails from the USA, UK, China, Spain, Canada, Finland, Malaysia, Cambodia, and Africa. Offering an immersive experience that engages the senses of sight, taste, smell, and sound, this event provides a unique opportunity to explore the narrative of reconnecting with nature to preserve the natural world, all while being enveloped in the natural beauty of The Macallan Estate.

Jaume Ferràs, Creative Director at The Macallan, said “2024 marks a momentous year for The Macallan, celebrating our 200 Years Young mark. This collaboration brings two iconic brands together, both dedicated to constant innovation; resulting in a one-of-a-kind experience which is uniquely inspired by the Highlands and the story of our brand so far. We’re welcoming guests from all over the world to our Estate for the launch of this spectacular experience, offering them the opportunity for a breathtaking performance and a bespoke whisky tasting experience, all unique to The Macallan.”  

 
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