Scottish whisky brand launches pop-up at Beijing SKP
Francois Saurel, Asia Pacific regional managing director of Edrington, described The Heart of the Spirits pop-up experience as a showcase of creativity and forward-thinking ambition.
"It also carries a bold, positive outlook for the future. We've existed for 200 years, and we have the humble ambition to still be here 200 years from now," he said.
According to him, The Macallan's presence at SKP was not a mere choice by the brand but rather an invitation from SKP itself. The selection of this location is seen as a recognition of The Macallan's exceptional craftsmanship and commitment to excellence, aligning with SKP's high standards and sophisticated clientele, he said.
It sets the foundation for potential future collaborations and a stronger brand presence in Beijing, Saurel said.
