# Celebratory Premium Whiskeys The Macallan M Collection Delivers Three Limited-Edition Bottles By Niko Pajkovic | Published 2022-06-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/macallan-m-collection References: [hiconsumption](https://hiconsumption.com/the-macallan-m-collection-2022/) & [themacallan](https://www.themacallan.com/en-us/single-malts/limited-releases/m-collection)  Iconic Scotch whiskey maker [The Macallan](https://www.trendhunter.com/trends/exclusive-whisky-releases) has announced the launch of its new ultra-premium whiskey offering, the 'Macallan M Collection,' which builds upon the brand's previously released '[Six Pillars Collection](https://www.trendhunter.com/trends/macallan-celebrated-200-years).' Six Pillars refers to the distiller's six keys to exceptional whiskey-making, which include mastery, natural color, the estate, small spirit stills, premium oak casks, and [sherry seasoning](https://www.trendhunter.com/trends/the-masters-anthology-whiskey). The new collection pays tribute to these six pillars and consists of the 'M,' 'M Black', and 'M Copper.' Each offering features the same whiskey but comes with a different bottle made by Lalique crystal. A standout here is The 'Macallan M Black 2022,' which comes in a black bottle that has been designed to evoke the brand's "mastery" pillar. For those interested, the Macallan M Collection is now available to purchase at select retailers. Image Credit: Six Pillars Collection ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 31% | Activity: 47% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Ultra-premium Whiskey Offerings:** There is a potential for whiskey makers to create ultra-premium offerings that emphasize exceptional quality and production processes, as exemplified by The Macallan's Six Pillars and M Collection. - **Luxury Packaging Design:** There is an opportunity for designers to create unique packaging that highlights the values and messaging of high-end brands, as showcased by Lalique Crystal's bottle designs for The Macallan M Collection. - **Celebratory Alcoholic Beverages:** There is a trend towards premium celebrations and gift-giving, which presents an opportunity for distillers to create limited edition and special bottle offerings for occasions such as holidays and milestones. ### Industries Being Reshaped - **Whiskey Distilling:** Distillers can innovate by incorporating quality-focused pillars and unique bottle designs to create ultra-premium whiskey offerings like The Macallan's M Collection. - **Packaging Design:** Designers can create unique and luxurious packaging for high-end brands across industries like whiskey, perfumes, and cosmetics, like the Lalique Crystal bottles for The Macallan. - **Gifting and Celebrations:** There is a trend towards premium celebrations and gift-giving, which presents an opportunity for industries like alcoholic beverages and luxury goods to create limited edition and special bottle offerings for occasions such as holidays and milestones. ## Related on Trend Hunter - [Exclusive Whisky Releases](https://www.trendhunter.com/trends/exclusive-whisky-releases.md) - [Ultra-Limited Single Malt Whiskeys](https://www.trendhunter.com/trends/the-macallan-folio-8.md) - [New York-Themed Whiskeys](https://www.trendhunter.com/trends/distil-your-world-series.md) - [Sustainable High-End Spirit Ranges](https://www.trendhunter.com/trends/the-macallan-harmony.md) - [Cacao-Infused Whiskeys](https://www.trendhunter.com/trends/the-macallan-harmony-collection.md) - [Metropolitan City-Inspired Whiskeys](https://www.trendhunter.com/trends/distil-your-world.md) - [Modernized Whisky Designs](https://www.trendhunter.com/trends/whisky-designs.md) - [Culturally Celebratory Whiskeys](https://www.trendhunter.com/trends/distil-your-world-mexico.md) - [Ultra-Rare Single-Malt Whiskeys](https://www.trendhunter.com/trends/the-glen-grant-splendours-collection.md)