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But shortly after Macallan’s parent company, Edrington, announced its ambitious plans, spirits took a dive, thanks in part to a corruption crackdown in China that dried up gifts of high-end spirits given to Chinese government and party officials. The distillery was first conceived in 2013, when the whiskey business was enjoying an unprecedented ascent. But how many have you watched being made? There’s plenty of good whiskey at the liquor store. A memorable trip to a distillery becomes part of a story, and the story is as much as anything the reason consumers return to a product today. The future of the spirits business, like so many other industries today, is experience. The project is an architectural work of art, more a world-class museum than a “visitor’s center,” with a turf-topped roof that mirrors the rolling Scottish countryside-massive glass walls that showcase nearly 900 bottles of comely bottles of amber liquor that are as old as 82 years. “I have cried a couple of times in the distillery,” says Grier, who plans to leave the company at the end of September, “just from sheer joy.” He likens this project, unironically, to building the Notre Dame. He was inspired by another project that weaves itself into the landscape, Santiago Calatrava’s Bodegas Ysios in Spain, and calls the Scotland endeavor a James Bond lair. Ken Grier, Macallan’s creative director, is the mastermind behind the geodesic US$164 million distillery that opened in May at Macallan’s 370-acre property on the legendary Spey River, in Craigellachie. And the company is investing $660 million to ensure its dominance: expanding the volume it can product to 15 million liters and building a grand mecca to Scottish whisky.
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In April, two bottles of the company’s scotch sold together for more than US$2.11 million, setting a world record. The company is now bottling a 72-year-old single malt, and selling it for US$65,000. 1 by volume in the world, has weathered the storm and then some. Macallan's 72-year-old single malt, which sells for US$65,000īut Macallan, a brand which is No.