Annual Report 2025 - The Macallan

In a year that was challenging for Scotch Whisky and other ultra-premium spirits, The Macallan continued to outperform its category, achieving the second-highest sales in its history following a record year in 2023/24. We have built brand equity and value share in key markets and seen growth in our core expressions. 

The highlight of the year was The Macallan's 200th anniversary, an event that was marked by incomparable product releases and experiences around the world. A unique experiential partnership with Cirque du Soleil brought a spectacle to Speyside, while singer-songwriter Emeli Sandé composed Roots, a poignant track articulating The Macallan's affinity to nature, spirit and legacy, which she has since released as a single.

At the centre of the celebrations was The Macallan TIME : SPACE Collection, two exceptional whisky releases that epitomise the brand's mastery and creativity. Both of these proved successful in the market, with strong consumer demand despite the challenging trading conditions.

TimeSpirit was launched at The Macallan Estate – a pinnacle of culinary excellence in Scotland curated with longstanding partner El Celler de Can Roca. Realising the ambition of a permanent dining experience on the Estate builds on the extensive hospitality already offered by the team on Speyside.   

The company continues to invest in the long-term quality and sustainability of The Macallan whisky, with the completion of a series of significant sherry cask investments that began in 2023. Our ownership from acorn to glass is crucial, which has been secured through several acquisitions across sawmills in Spain and the USA, along with Spanish cooperages, bodegas and vineyards producing the sherry to season the casks. This is a significant milestone, which also offers a unique storytelling opportunity for The Macallan.

As I look forward, The Macallan teams across the globe are committed to keep raising the bar and showcasing our focus on creativity, craftsmanship and quality.