The Macallan, one of the world’s leading single malt whiskies, can now be seen in a 3D holographic point of sale campaign promoting its exclusive travel retail range The Macallan 1824 Collection.

The promotion was commissioned by brand owners The Edrington Group for use by Maxxium Travel Retail, the European marketing and distribution company.

The campaign features holographic 3D animations at point of sale locations in Amsterdam Schiphol Airport and The Macallan distillery in Speyside, Scotland.

The in-store promotion was produced by 3D specialists Inition and features the The Macallan 1824 Limited Release decanter with 3D animations appearing in and around the bottle. The creative, tells the story of the whisky from its heritage in the Scottish Highlands to the unique Macallan distillation process.

Inition’s 3D artists worked with existing assets to create the CGI content from 3 different perspectives to allow the footage to be viewed from all angles. Each stage of the distillery process is visualised from barley fields to quality oak casts, to highlight the processes that contribute to the colour, aroma and flavour of The Macallan, as the tagline states “All our experience distilled into one special collection.”