Fine Whisky To Experience In Every Sense

As a kid; whenever I heard the word ‘scenario’ I could taste baked beans like I’d just put a forkful in my mouth. Plus, whenever I saw a car painted in any shiny metallic colour I instantly recalled the smell of Gregg’s instant coffee. Later on I learned that this type of affliction was called Synesthesia, a phenomenon when you can ‘see’ a sound or ‘feel’ a number. Apparently it isn’t that rare although all of us synesthetes have our own unique reactions to different stimuli. I didn’t mind at the time as I really liked the taste of baked beans and the smell of Gregg’s instant coffee!

Painting the emotions of whisky

Scottish fine whisky distiller The Macallan decided to do something similar with promoting their Double Cask whiskies. Frustrated that sometimes words just aren’t enough to explain the experience – and even emotion! – of drinking their whiskies they really took their thoughts outside of the box for a solution. The totally innovative result was to ask American photographic artist Erik Madigan Heck, who has been described as a ‘painter who uses photography’, to help people to understand the rich, full-bodied flavour notes of The Macallan Double Cask whiskies. Mr Heck agreed to use his expertise in 17th century Flemish-inspired painting styled photography to illustrate just what it’s like to experience the Double Cask collection – in abstract form.

 

 

Understanding what makes the distillery unique

In order to gain a true understanding of exactly what is in the single malt distillery’s DNA, Mr Heck spent some time at The Macallan Estate in Speyside, Scotland. Here, he went into every part of the distillery to find out what really makes The Macallan unique. But he didn’t just limit himself to the distillery itself, he also went out into the barley fields and even to the Estate’s duck pond in order to appreciate the importance of the River Spey to the whiskies’ creation.

Then, using his artistic and visionary skills, Mr Heck created a series of multi-dimensional photographs that display the very essence of The Macallan — the estate itself, the importance of wood and the sensorial journey. As you can see Mr Heck liberally used colour, texture and props alongside in-camera effects and clever use of natural light to create abstract photographs that give off an expression of just what it feels like to experience The Macallan Double Cask whisky.

The Macallan Double Cask Collection

Included within these photos are icons that represent all four whiskies in The Macallan Double Cask collection. Produced using the distillery’s Curiously Small Copper Stills, the Double Cask collection of whiskies is an amalgamation of European and American oak sherry seasoned casks, also represented with red and blue elements by Mr Heck.

 

 

For the popular Double Cask 12 Years Old (40% ABV), generally known for its sweet oak and vanilla notes, Mr Heck used a two-tone purple chiffon fabric to illustrate the coming together of both sherry seasoned European and American oak casks. Plus, he also included fudge and lemon elements to represent two very importance aspects of the whisky.

Green and red apples are front and centre for the Double Cask 15 Years Old (43% ABV). The golden and regal tinge of the whisky as well as notes of sweet spice and smooth butterscotch are depicted too while an opulent brown fabric alludes to the whisky’s chocolate profile.

As a tribute to the lingering, warm finish of the distinctive Double Cask 18 Years Old (43% ABV) Mr Heck used a plush gold velvet. The gold also pays homage to the nutmeg, dried fruits, sweet ginger, and treacle toffee notes found in every sip.

For the premium Double Cask 30 Years Old (43% ABV) Mr Heck married together blue and green in complex and nuanced layers. ‘Double Cask 30 Years Old is a charming combination of cinder toffee, honeycomb, vanilla and red apples’ he said, ‘and I wanted to depict the vibrant tones and varying textures of these luscious flavours in the image, reminiscent of the great Flemish still life paintings from the 17th century.’

 

The Macallan Double Cask range is always a favourite with whisky drinkers, the individual bottles often average between 8 and 9 out of ten in online reviews but surely The Macallan deserve the full 10/10 for the innovation of this promotion. Whisky, like art, has a different effect on different people and these experiences can even change depending on the mood you’re in too. For some this may mean a smoky taste, a warming of the throat or, if you’re like me, even the sound of a trumpet or the strange feeling that it must be a Tuesday! Go here to find out more about The Macallan Double Cask range and see how your reaction turns out.