Eddington China brought its brands Macallan and Highland Rider and many blockbuster products to the 4th China International Consumer Goods Expo
From April 13th to 18th, Edington China, a world-renowned high-end spirits group, appeared at the 4th China International Consumer Goods Expo (referred to as: Consumer Expo), bringing its two high-end Scottish single malt whiskey brands: The Macallan (The Macallan made his fourth appointment with Orkney Highland Park. On the occasion of this Consumer Expo, Macallan China is launching the second volume of the legendary series that celebrates the heritage of extraordinary craftsmanship to celebrate the glorious moment of the brand’s 200th anniversary. Its brand Plateau Knight made its debut at the Consumer Expo with its 54-year-limited model. The two major brands brought together a number of epic and innovative exhibits to present consumers with an immersive and interactive natural experience, jointly paying tribute to the brand’s historical heritage and imagining their beautiful vision for the future.
The world’s leading high-end spirits group Eddington China debuted at the 4th China International Consumer Goods Expo
Hainan Consumer Expo has developed into the largest consumer boutique exhibition in the Asia-Pacific region. With the theme of “Sharing Open Opportunities and Creating a Better Life Together”, this year’s Consumer Expo focuses on stimulating consumption potential and expanding domestic demand, and firmly demonstrates the 2024 As the development direction of the “Consumption Promotion Year”. Eddington China has constructed a creative space for people and nature at the Consumer Expo this time, and brought a variety of blockbuster products and innovative flavors from its two major brands to the Consumer Expo, a platform for display and open cooperation. , presenting its rich product matrix and profound brand culture and brand spirit to the market and consumers.
Francois Saurel, managing director of Edington Asia Pacific, said: “Edington China has insisted on participating in the Consumer Expo with high standards, emphasis on innovation and strong experience for four consecutive years. Edington attaches great importance to the Chinese market and The Consumer Expo is a platform that advocates global consumer innovation and international corporate exchanges. The Consumer Expo is also an important window for us to understand market trends and explore new opportunities. Edington China hopes that through the Consumer Expo, it will not only allow more consumers to get to know each other up close. The two-hundred-year-old Macallan and the unique flavor of Highland Knight can also allow our products to penetrate more deeply into consumers’ life scenes.”
Macallan Brand Booth: A journey through time lasting 200 years
The occasion of this Consumer Expo means the milestone moment of the 200th anniversary of the founding of the Macallan brand; the Macallan exhibition hall creates a sensory journey intertwined with the accumulation of time and natural artistic conception. The overall design of the exhibition hall is inspired by the leisurely flowing River Spey, the waves of Chengcheng wheat and the charming undulating lines of The Macallan Distillery, creating a natural curved art exhibition stand that tells the story of The Macallan’s 200 years of history while being caressed by the breeze. The poetry of time. A more comfortable and dynamic space layout design explores the pleasant interaction between people and nature, which resonates with the story contained in the new Macallan “200 Years of Lasting” logo that can be seen everywhere in the exhibition hall.
The Macallan Exhibition Hall combines the accumulation of time with the artistic conception of nature to create a sensory journey.
A time poem that tells the story of The Macallan brand’s 200th anniversary
When guests entered the exhibition hall, they were greeted by Macallan’s blockbuster new work, which was debuted at the Consumer Expo – designed to pay tribute to the legendary pioneer of Macallan, Alexander Reid, and to praise his craftsmanship. The second volume in The Macallan Legend series of Wine Heritage. 200 years ago, Macallan founder Alexander Reid innovatively used superb skills and innovative spirit to carefully refine The Macallan’s first batch of whiskey using ultra-small pot stills. This is a symbol of innovation. It is the starting point of Macallan’s two-century legendary journey. As an ultra-high-age masterpiece, the second volume of The Macallan Legend Series single malt whiskey selects liquor distilled in 1949. It has been tempered over time to reach the ideal state of aging, and will finally be bottled in 2022. The display area is decorated with nostalgic colors and oak materials, embellished with wine tempered over time and an introduction to the legendary life of the founder. Stopping here is like immersing yourself in the historical chapter of The Macallan.
The Macallan’s blockbuster new work debuted at this Consumer Expo – The Macallan Legend Series Volume 2
A tribute to the craftsmanship and innovative spirit of The Macallan’s legendary pioneer Alexander Reid
The poetry of nature and craftsmanship spreads quietly. The Macallan Classic Sherry Barrel Series and the Macallan Double Sherry Barrel Series are presented on the left side of the exhibition hall, combined with the famous American artist and photographer Eric Madigan Heck ( Erik Madigan Heck created the visual work for both series. In the tumbling wheat fields and rippling blue waves of Macallan’s Scottish estate presented in the visual work, guests experienced the brand’s two-hundred-year craftsmanship heritage, excellent quality and exquisite wine-making technology.
The left side of the exhibition hall presents the Macallan Classic Sherry Cask Series and the Macallan Double Sherry Cask Series.
Combined with natural visual works, you can experience the brand’s 200-year heritage of craftsmanship, excellent quality and exquisite wine-making technology.
Amidst the greenery and spring, The Macallan refreshes your senses with innovative flavors. After guests experience Macallan’s legendary story and craftsmanship spanning two hundred years, they will appreciate the innovative selection of products presented by Macallan at the Consumer Expo this time. Among them is The Macallan’s blockbuster product launched last year – The Macallan Diamond, a first-note sherry cask masterpiece that blends diverse creativity and witnesses the rebirth of creativity. Macallan hopes that Ying Diamond can become a part of consumers’ life scenes with its excellent quality and rich flavor, adding color to every gathering, every celebration and every moment of heartfelt gift-giving.
The Macallan Diamond
Encountering new students, the first note on the masterpieces of sherry barrels
The other is the latest product of the Taste of Extraordinary series, which represents the brand’s pioneering innovative spirit – Amber Wonderland and Green Morning Yield. Macallan Creative and the McCartney sisters jointly created these two products, showing both parties’ cherishment of nature. At the same time, the Macallan Diamond 2023 Edition is carefully presented, innovatively exploring the harmonious resonance between flavor and music, and presenting an inspired flavor journey. The 2023 edition of The Macallan Renewal•Art Gift Box is inspired by the New Year, and has teamed up with the famous Chinese multimedia artist Nini Sum to bring a gift of hope and goodwill.
The Macallan Extraordinary Series—Amber Wonderland, Green Amaranth, The Macallan Diamond 2023 Edition and The Macallan Renewal Art Gift Box 2023 Edition
At the same time, the exhibition hall will present a limited series of wines for global travel retail channels – The Macallan Colorful Series, which includes a variety of vintage whiskeys of excellent quality. Like a natural color prism, it reflects the brand’s ultimate pursuit of the natural color of the wine. It also reflects the unique charm given to whiskey by the Sherry barrel process. In the display area of The Macallan exhibition hall, guests can taste the rich and mellow aroma of the wine, smell the natural aroma represented by the wine, and mobilize their senses to deeply immerse themselves in this journey of exploration of nature and time.
At the same time, we present a limited series of wines for global travel retail channels—The Macallan Colorful Series.
Like a natural color prism, it reflects the natural color of the wine and the unique charm of sherry barrel conditioning.
Plateau Knight brand booth: legendary customs and outstanding personality
The Plateau Knight brand made its debut at the Consumer Expo with its oldest wine, Onik Plateau Knight 54-year-old. Since its establishment in 1798, the Highland Knight brand has a long history of more than two hundred years and many fascinating stories. The distillery located in the Orkney Islands at the northern tip of Scotland, with its unique peat and constant low temperature climate and its insistence on the traditional hand-made whiskey making process, has created the unique personality of Highland Knight’s liquor. The 54-year-old Onik Plateau Knight, carefully presented this time, is an epic masterpiece that celebrates the brand’s craftsmanship, heritage and natural terroir accumulated over the years.
Stepping into the Highland Knight exhibition hall, the journey of natural senses continues, and the poetry of the natural customs of the Orkney Islands, the northernmost part of Scotland, is slowly told through creative space design. Guests can immerse themselves in the terroir of the Orkney Islands – the cold sea breeze, the rolling waves and the fragrant soil soaked with heather, which are all gifts of the terroir that shape the unique personality of the Highland Knights.
Plateau Knight brings the brand’s oldest wine, Onik Plateau Knight, to its 54th year debut at the Consumer Expo
Slowly telling the story of the natural customs poetry and ingenuity inheritance of the Orkney Islands in the northernmost part of Scotland
Eddington China’s booth this time is located at booth 3B03 in the high-end food and health products exhibition area of this Consumer Expo. During the exhibition, there is a tasting bar in the exhibition hall, where guests can taste the unique flavor and excellent quality of its brands Macallan and Highland Knight wines during a natural journey. While guests are tasting the Macallan, they can also receive a brand-customized seed card as a flavor guide to gain an in-depth understanding of the unique flavor of each premium product.
The Eddington China booth is equipped with a tasting bar, where guests can taste the unique flavor and excellent quality of the wine during a natural journey.
The new product launch conference carefully planned by the organizer to enhance the exhibition’s brand influence and international level also welcomed the enthusiastic participation of Edington China’s brands Macallan and Highland Knight. On April 13, the second volume of The Macallan Legend Series and the 54 Years of Plateau Knight will be launched at the Consumer Expo’s “Consumer Expo New First Show” new product launch conference, and will be released through the “People’s Daily Digital Communication” WeChat video account, Sina WeChat Bo and other channels will be broadcast live simultaneously, and we hope to take this opportunity to invite consumers to experience the historical heritage, exquisite skills and excellent quality contained in the two major brands.
About The Macallan
The Macallan is world-famous for its exceptional single malt whiskies. In 1824, Alexander Reid, the founder of Macallan, used superb skills and innovative spirit to carefully refine the first batch of whiskey in Speyside, Scotland, using ultra-small pot stills. This initiative marked the beginning of two centuries of storied history of The Macallan Single Malt Scotch Whiskey.
The Macallan’s pursuit of quality and craftsmanship has never ceased and has become a brand signature. The Macallan has outstanding oak barrels, combined with the sherry barrel-moistening process, to create the excellent quality and distinctive flavor of the whiskey. The exquisite wine-making process breeds the natural color of the liquor. The Macallan Distillery is located on the beautiful 485-acre Macallan Estate. It was designed by an internationally renowned architect and was inspired by the surrounding ancient Scottish mountains.
200 years of history is the prelude to a new chapter in the future. This is a paean to historical heritage and a vision of infinite possibilities for the future. Past, present and future. This is The Macallan, timeless for 200 years.
The extraordinary way is never to compromise. Macallan reminds you to drink responsibly.
About Plateau Knight
Highland Knight has been crafting single malt whiskey at its Orkney-Kirkwall distillery since 1798. Highland Riders are not only from Orkney, they are part of this natural terroir. Highland Knight’s winemaking philosophy is unique due to the nature and climate of our island home, and inherits Scotland’s centuries-old exquisite brewing tradition. Aged in sherry casks, this bright and lively whiskey exudes a mild aroma with hints of heather, honey and peat smoke, a gift from the land that gives Highland Knight its distinctive character.
