Atypical Alcohol Pairing Mixes Photos With Unique Whiskies [Video]

Atypical Alcohol Pairing Mixes Photos With Unique Whiskies [Video]

The Macallan commissioned photographer Elliot Erwitt to capture the spirits of Scotland in a new collection.

Leah Gonzalez
  • 29 october 2013

The Macallan, maker of the world’s most prestigious single malt whisky, commissioned famed photographer Elliot Erwitt to capture the spirits of Scotland and the essence of the single malt whisky brand for the fourth edition of  The Macallan’s award-winning series, Masters of Photography.

Erwitt, considered as “the world’s most influential living photographer,” is known for his powerful photographs, among which is the iconic portrait of Jackie Kennedy at her husband’s funeral and intimate photos of Marilyn Monroe on the set of the American drama The Misfits.

For his Masters of Photography series, Erwitt uses his talented eye to capture extraordinary images of Scotland, its traditions and people. For Erwitt, taking an amazing photo is about ‘creating something extraordinary out of the ordinary.’

Photography is an art of observation – it’s about creating something extraordinary out of the ordinary. You choose a frame and then wait until the right time for something magical to come along and fill it. I realized while working on this project that this is exactly the way Bob, the Whisky Maker, works when creating TheMacallan. He envisages how he wants a particular whisky to taste, selects the perfect cask to create it, and then he waits! Timing is everything.

The Macallan Masters of Photography: Elliot Erwitt edition, which recently launched at the Leica Gallery in Los Angeles, is The Macallan’s most ambitious and most extensive series to date, with 158 photographs in the collection, 58 of which are paired with never-before-released single cask whiskies personally selected by Whisky Maker Bob Dalgarno.


Only 35 of each pairings are available, making it a global release of only 2,030 packs with 320 allocated for the U.S. market. Each Elliot Erwitt edition comes with a custom photo-archival book containing the 158 images taken by Erwitt during his Scotland adventure and a 375 ml handmade glass flask of a never before released single cask malt whisky.

The Masters of Photography: Elliott Erwitt Edition is available globally for $1,500 starting this month.

Included in the images below is a photo of Erwitt with Ken Grier, Director of The Macallan, at the launch of the new collection in Los Angeles, a sample of the handmade glass flask, and one of the photos included in the collection.

The video below shows a quick look into the Elliot Erwitt Edition and the selection of the whiskies.

The Macallan // Masters of Photography

Images by Chris Weeks/WireImage and Elliot Erwitt via The Macallan


PSFK's Workplace Vision: Leave The Busywork To The Bots

Syndicated Today

In Popular Games, The Recurring Theme Is Exploration

The much-hyped sci-fi sandbox game proved to be as massive as expected, while Pokémon Go continued to prove inescapable

Design Today

The Best In Wearable Tech From The Rio Olympics

PSFK rounds out the Rio Games with our picks for the best gadgets and devices used to track performance


Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Advertising Today

This Cookbook Is Inspired By Brad Pitt’s On-Screen Eating Habits

Learn how to whip up meals and snacks pulled straight from the actor's fictional universe

USA Today

Tour The US National Parks From The Comfort Of Your Home

Google's new 360-degree video feature lets people take a trip to Alaska, Utah or Hawaii and see these marvels of nature up close

Augmented & Virtual Reality Today

VR Training For Active Shooter Preparedness

SurviVR is an immersive environment to teach civilians how to protect themselves in dangerous situations

Cities Today

Redesigned London Tube Map Aims To Get People Walking

The updated display illustrates approximately how many steps it takes to walk between stations for a healthier commute

Experiential Marketing Today

Nike Creates An Immersive Pop-Up Fitness Experience In London

The Unlimited You space gave athletes a chance to push their limits farther than ever before


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 23, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Today

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Automotive Today

Uber Now Lets Commuters Pay With Pretax Dollars

The prepaid cards are a partnership with WageWorks, letting uberPool users save up to 40% on their trip

Home Today

Philips Hue Adds Motion Sensor To Control Lights Automatically

The wireless device lets users interact with their environment without needing to press a switch

Home Today

Beacon Device Takes The Pain Out Of Navigating A New Airbnb

Ping provides new guests with a guided tour of the house or apartment through a simple tap of their phone

Arts & Culture Today

Shelf Makes Its Contents Appear To Hover In Midair

The design uses metal tubes to create an optical illusion when viewed from the front

Arts & Culture Today

Interactive Ceiling Responds To People Walking Underneath

The installation features built-in sensors that cause the undulating surface to morph and react to passersby


Rio Olympics
Innovation Coverage From The Rio Games

Fashion Today

Declutter And Recycle All Of Your Unwanted Stuff

A new app will help catalogue your possessions and give them away as donations when you no longer want them

Advertising Today

Tokyo Concept Store Disguised As A Parking Garage

The retail and cafe project is designed as a hidden treasure for urban explorers

No search results found.