Labubu Inspiration? Why The Macallan Is Launching Collectible Cocktail Charms

(Photo: The Macallan)

Over the past two centuries, The Macallan scotch has accomplished just about everything you might expect from a perennially ultra-luxury brand. It has released dozens, nay hundreds, of bottlings, one of which holds the record for most expensive whisky ever sold at auction ($2.7 million, in case you were wondering). The distiller has opened boutiques the world over, collaborated with posh heavy hitters like Bentley Motors and Cirque de Soleil and cemented itself as the drink of choice among a particular, half-imagined demographic: The monocled whisky connoisseur billowing cigars in their study.

So what’s next for The Macallan? Turns out, that would be limited-edition glassware charms.

The brand is currently rolling out its “You Know Me So Well” global brand initiative, spearheaded by a nationwide bar takeover at hotspots like Death & Co and Nobu Los Angeles. It’s a surprise turn for a whisky that’s usually marketed as a solo sipper rather than a mixology essential. It should come as no surprise, then, that The Macallan is pulling out all the stops.

Beginning Sept. 18, guests at top bars and select retail locations will be invited to a suite of cocktail experiences, where they can earn one of three collectible glass charms. Each is designed to fit on the rim of a glass like a crystal garnish. They’re intricately detailed, brightly colored and boast tiny symbolisms paying homage to everything Macallan. The Salmon was designed as a nod to the River Spey, which flows through the distillery’s estate in Easter Elchies, Scotland, while the Peacock is said to represent the brand’s “unwavering dedication to natural color and uncompromising craft.”

From the sounds of it, the Salmon and the Peacock will be relatively easy to come by. The Horse will not. Limited to a total of three charms discreetly released across the country, the Horse will unlock access to an exclusive tier of The Macallan Society, offering trips to The Macallan Estate in Scotland and sherry bodegas in Spain. Think of it like Willy Wonka’s golden ticket — except chocolate has been replaced by sherry-aged scotch, and no one meets an untimely demise anywhere along the journey.

The charms will correspond to specific cocktails and, in a cryptic sort of way, vibes. Rather than ordering drinks from a menu, guests will be guided through a series of personalized questions, allowing the bartender to choose a recipe and charm that fits the occasion.

We traded questions with Matthew Belanger, beverage director at Gin & Luck, and Jessica Tamilio, brand director at The Macallan USA & Canada, to learn more about this surprisingly 21st-century twist on a timeless scotch brand. 

Q: Tell us more about the questions guests might be asked before receiving their personalized cocktail. And what flavors can they expect from the cocktails themselves?

Belanger: We’ll essentially be running guests through a very similar experience to one we offer guests every other day of the year: asking questions, getting to know them, their mood on the day, their drink preferences and aversions, in hopes of finding just the right cocktail that meets each guest’s needs. The experience isn’t limited just to “shaken vs stirred”; we also like to take into account how adventurous the guest’s tastes are, or if they’re looking for something more comforting or familiar, or if they are looking for something along the lines of another cocktail they’ve had in the past. 

Each cocktail was intentionally crafted to highlight The Macallan’s unique and complex flavor notes – these recipes weren’t generic; they were developed specifically to showcase the depth and character of the whisky. Flavor-wise, the drinks we’re preparing will really run the whole gamut: effervescent, refreshing highballs, crisp sours, funkier / more tropical-influenced styles, as well as more spirit-forward options. Some more austere and classic, some others a bit more nouveau, bitter, etc. A couple of my favorite options include a whiskey-sour style cocktail with cantaloupe and lemongrass, which is a particular crowd favorite, or a really crisp, dry Manhattan riff with notes of coconut and Douglas fir.

Q: What makes a “great” Macallan cocktail? Or, to put it another way, what qualities of Macallan whisky shine the brightest through mixology?

Belanger: I think a great cocktail with The Macallan is one that showcases the texture and complexity of the whisky, and we’re being very deliberate with the choices of which expressions we use in which drink to ensure we’re creating a thoughtful showcase of the best qualities of each Timeless Collection range (Sherry Oak and Double Cask) and individual product. Choosing to pair The Macallan Sherry Oak 15 Years Old bottling, for example, with coconut and Douglas fir in the aforementioned Manhattan helps play off of the lactones and dried fruit contribution of Sherry casks used, for instance. In other cases, we are drawing on the stronger vanilla and citrus character of American oak in The Macallan Double Cask Range to play off of fresh grapefruit, orange liqueur and cinnamon in a play on a whisky sour or sidecar.

Q: Collectible luxuries — whether they be dolls, trinkets or cocktail glasses — have dominated the zeitgeist in 2025. Could you tell us more about the inspiration behind The Macallan’s Charm Collection?

Tamilio: At the heart of our new campaign, You Know Me So Well, is a collection of limited-edition glassware charms, each crafted to echo the spirit, provenance, and craftsmanship of The Macallan. These collectible charms invite discovery and storytelling, offering consumers a playful way to connect more deeply with The Macallan. 

Each charm celebrates something unique to The Macallan:  

• The Peacock symbolizes our commitment to natural color – drawn solely from the interaction between our new make spirit and exceptional sherry-seasoned oak casks. 

• The Salmon honors our Highland estate and the River Spey – a vital ecosystem we protect through regenerative agriculture and 99% renewable energy at our distillery.  

• The Horse pays homage to Spain’s famed Sherry Triangle and The Macallan’s ownership of Valdespino, whose sherry casks give our whisky its signature character. 

Beginning September 18, these charms will be discovered nationwide at top bars and premium retail locations, where they’ll be paired with curated menus that reimagine classic cocktails. 

 For us, this collection is more than just a playful accessory—it’s a way to merge our rich heritage with contemporary elements, creating new rituals and connections with our consumers. We’re excited to offer an experience that is both rooted in tradition and forward-looking, ensuring The Macallan continues to inspire moments of discovery, celebration, and storytelling.

Q: “The Horse” promises to unlock an experience at The Macallan Estate. Could you tell us more about what the winner(s?) might find?

Tamilio: The Horse Charm is one of the most exceptionally rare and special offerings within our collection – only three have been created. It was designed to tell the incredible story of our sherry seasoned oak casks and the essential chapter in the picturesque region of Jerez, Spain. Our long-standing collaboration with Jerez, its winemakers and cask artisans has allowed The Macallan to produce exceptional single malts without compromising exceptional craftsmanship since our founding in 1824.   

This specific charm unlocks access to an exclusive tier of The Macallan Society, opening doors to a world of invitation-only events and experiences. Most notably, a once-in-a-lifetime journey tracing The Macallan story from acorn to glass – beginning at the historic Sherry bodegas of Spain and continuing to our Estate in Speyside, Scotland. For those fortunate enough to hold one, it’s an entry point into an extraordinary exploration of The Macallan’s heritage, craft, and the people and places who bring The Macallan to life.