The Macallan is enjoyed in bars and restaurants across the world every day, and as a result, travel restrictions and hospitality closures had an impact on sales last year. However, our team redeployed stock and investment to markets where they could reach consumers. As a result, the brand continued to grow in many of its key markets, including China and Hong Kong, South East Asia, Russia, and the UK, as well as many other developing markets around the world.
Over the past 12 months we have adapted, and never compromised the creativity and craftsmanship that has made The Macallan the world's most valuable Scotch Whisky.
We reached consumers with ambitious innovations like the Red Collection, Sir Peter Blake's Anecdotes of Ages, Edition 6, the Distil your World series, and new vintages within our Fine and Rare collection.
Sustainability is a guiding principle at the heart of what we do. In the past year we set stretching goals to ensure that we protect The Macallan Estate for future generations; that we sustain the forests and fields that provide our wood and barley; that we foster progress in the communities around us; and that we strike the right balance of maintaining luxury appeal while protecting the planet. These are early steps in a long journey, but we are proud to have received the Butterfly Mark from Positive Luxury, an organisation that highlights brands committed to having a positive impact on nature and society.
The Macallan has confirmed its enduring appeal and delivered a healthy underlying brand performance despite the challenging year, fuelled by outstanding innovation, amazing creative assets, and excellence in execution. We remain focused on establishing The Macallan as the world's ultimate spirit.