In recent years we’ve seen some of the biggest whisky names go to great lengths to set themselves apart from their competitors in the field of ‘premium’ whisky brands. Between gimmicky presentations and partnerships with luxury car manufacturers, companies seem to be in a state of one-upmanship to establish themselves as THE luxury Scotch.
Now, a well known name has taken things to a whole new level of prestige and opulence with their latest venture: a branded swimming pool.
Macallan are one of the premier names in not just Scotch whisky luxury goods in general, with the brand enjoying a lofty reputation outside whisky circles. The Speyside brand are seemingly looking to cement this status with an exclusive villa and tasting room in Los Angeles.
As part of The Macallan’s 200th anniversary celebrations, the brand will use space for a number of unique events throughout the year. Clients and guests will be able to enjoy private parties and personalised tasting experiences at the LA villa.
At the time of writing, access to the villa is by invitation only. We don’t recommend anyone sliding into the DMs of their local Macallan representative, but that may be the only way to score yourself an invite.
Guests will have a dedicated concierge to curate their experience at the Macallan villa. If invited, you will be allowed access to specialised tastings from Macallan’s most prestigious expressions as well as being able to shop their enviable range.
The villa is tucked away in the trendy Bel Air area of LA and features a roof top terrace, expertly landscaped grounds and a number of social spaces. And to top it off, there’s a Macallan branded swimming pool (though we don’t recommend taking a dip with a belly full of expensive Scotch).
As well taking advantage of the glamorous location, the villa experience does tie back to Macallan’s Scottish home. This is most notable in the food and drink selection. A series of menus have been curated by chef Chris Sayegh that mix locally sourced ingredients with notably Scottish inspiration. Similarly, the bespoke cocktail menus are influenced in equal measure by both Speyside and Southern California.
Macallan have also continued their collaboration with graphic designer David Carson. The villa features artwork designed by Carson that is an extension of the pair’s partnership on Macallan’s Colour Collection.
Of course, the idea of such an experience isn’t for everyone and, given the nature of its exclusivity, it isn’t meant to be. Macallan’s American home-away-from-home is another example of the whisky brand trying to be something more than just a whisky brand. It’s a symbol of a luxury lifestyle that The Macallan brand sees itself part of.
Self-described whisky purists might scoff at the idea of the Macallan villa, and understandably so. Having a monogrammed swimming pool is almost comical in its self-indulgence, something we might more closely associate with Tony Montana rather than Macallan.
On the other hand, if whisky was left to the purists it would no doubt be a dull and tiresome place. Gatekeeping whisky and trying to deny people whisky-related experiences or lifestyle elements - including premium, exclusive experiences such as the Macallan Villa - will ultimately close the whisky world off from new drinkers, investment and innovation, and wider culture.
And as silly as a branded swimming pool might be, there’s a very small part of my brain that concedes that it’s quite cool. The height of aspiration, a sign you’ve made it…
So while I get to work on earning that invite, next time I enjoy a bath-time dram, I’ll close my eyes and imagine I’m poolside in LA.
