The Macallan Folio Series: A Tribute to Whisky’s Golden Age of Advertising

In a world where modern branding and digital storytelling dominate, The Macallan Folio Series stands out as an inspired return to a more romantic time in whisky history — a time when charm, craftsmanship, and clever advertising shaped the legacy of one of Scotland’s most revered distilleries.
Launched in 2015, the Folio Series is part of The Macallan’s Archival Series: a limited-edition collection that revives the distillery’s most iconic print advertising from the 1970s, 80s, and 90s. Each release brings back a classic ad, pairing it with an exclusive single malt and encasing both in a beautiful book-style presentation box — a nod to the literary elegance of the “folio” concept.
Now several releases in, the Folio Series has evolved into a true collector’s grail — with both whisky lovers and design enthusiasts eagerly chasing each new chapter. In this post, we explore the history, storytelling, and investment potential of this remarkable series.

The Origin of the Archival Series
The Macallan has long embraced the importance of narrative — not only in its whisky but in how it tells its story to the world. In the late 20th century, the brand’s advertising campaigns were both witty and refined, reflecting the sophistication of its audience.
Often illustrated or watercolour-painted, these ads combined clever taglines with imagery that evoked Scotland’s traditions, quirks, and the enduring character of Macallan itself. The campaigns were spearheaded by creative director David Holmes and illustrator Mary Hogan, whose collaborations became legendary in whisky marketing.
To honour this heritage, Macallan launched the Archival Series with the intent of preserving and celebrating these works of art. Each Folio release highlights one specific advertisement from this era — and with it, a bespoke whisky that echoes the character of the time.

Folio 1 to Folio 7: A Collector’s Journey
Let’s take a closer look at the releases to date:
Folio 1 (2015)
The inaugural release featured the now-famous ad with the line: “The Macallan. A Single Malt Whisky of Great Character.” It included a bold and sherried whisky, presented in an elegant folio case with a printed booklet and retro-style bottle. The launch quickly sold out and now commands strong prices on the secondary market.
Folio 2 (2016)
This release brought back the quirky ad showing a besuited gentleman being served whisky in a grand country setting, reflecting the tagline “You’ll Never Forget Your First Macallan.” The whisky offered rich dried fruits, spice, and signature Macallan depth.
Folio 3 (2017)
Focusing on an advertisement that depicted whisky as an art form, this edition celebrated the finesse of Macallan’s spirit. It featured a more balanced flavour profile with notes of baked apple, ginger, and wood spice.
Folio 4 (2018)
An ode to Macallan’s dedication to quality over quantity, this ad focused on the concept of “less is more,” reinforcing the small stills and limited batch ethos of the distillery. The whisky was more oak-forward and aromatic.
Folio 5 (2020)
Folio 5 featured an advertisement that played on the idea of Macallan’s unmistakable character, paired with a richer, more robust dram, drawing even deeper from the sherry casks.
Folio 6 (2021)
This edition included the well-loved line: “It may be the smallest still, but it’s the biggest in character,” honouring Macallan’s iconic copper stills. A balanced whisky with sherry influence and floral undertones made this release a standout.
Folio 7 (2023)
The latest release (as of writing) celebrates the memorable ad: “The Chairman Takes a Break,” featuring a whimsical illustration of a chairman enjoying a dram. The whisky is silky, complex, and full of old-school charm — perfectly in tune with the nostalgia of the series.
Each Folio release is individually numbered, carefully presented in a hardcover book-style case, and includes a reproduction of the original advertisement. As a set, they form a growing whisky library that’s as beautiful on the shelf as it is in the glass.

Why Collectors Love the Folio Series
For whisky collectors, the Folio Series ticks all the boxes:
Scarcity: With limited production runs, each Folio release becomes instantly collectible.
Nostalgia: The series revives a romantic era of whisky marketing, tapping into a unique cultural memory.
Packaging: The detailed folio cases and booklets appeal not only to whisky fans but to design collectors and lovers of print ephemera.
Flavour: Unlike some collectable releases that prioritise packaging over quality, the Folio Series includes rich, well-balanced whisky — crafted in true Macallan style.
As a result, each new release tends to sell out immediately, with strong demand on the secondary market. Full sets, particularly in pristine condition, are increasingly difficult to acquire — and are fetching impressive prices at auction.

Investment Potential: Art Meets Liquid Gold
From an investment standpoint, the Folio Series offers a rare combination of whisky and visual storytelling. It blends luxury design with genuine heritage, appealing to a wider audience than traditional whisky investors alone.
Folio 1, initially priced around £200, now frequently sells for over £2,000 on the secondary market. Other releases have seen similar trajectories, with values increasing as the number of releases grows — creating demand for complete sets.
Unlike more volatile investment bottles, the Folio Series has emotional and aesthetic value, making it a stable long-term hold. It’s the kind of collection that grows in both value and sentiment — a true whisky heirloom.

A Cultural Time Capsule
What makes the Folio Series so special is not just the whisky inside, but the story it tells about a bygone era of branding, communication, and elegance. In today’s fast-paced digital world, there’s something deeply satisfying about holding a beautifully designed print ad and sipping a whisky crafted with the same level of care.
The Archival Series reminds us that whisky isn’t just about production methods or age statements — it’s about story, emotion, and legacy. Macallan understands this better than most, and with the Folio Series, they’ve created a line that speaks to both heart and palate.

Final Thoughts
The Macallan Folio Series is more than a collection — it’s a curated museum of one of the most beloved brands in whisky history. Each release offers a nostalgic journey, not only through flavour but through the artistry of advertising and the golden age of Scotch storytelling.
Whether you’re a collector building a complete set, a design enthusiast drawn to the folio format, or a whisky lover searching for rare and meaningful expressions, the Folio Series delivers on every front. It’s proof that the past still has stories to tell — and that some of the best ones come in a bottle.

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