Partnership Blends Whisky and Gastronomy The Palace, a Luxury Collection Hotel in Madrid, has partnered with Macallan to introduce "Tea Time by The Macallan," a contemporary take on afternoon tea served daily from 6 PM in the hotel's intimate 27 Club bar. The collaboration marks Macallan's expansion into the Madrid hospitality market through a curated network of premium venues. The experience, branded "High Tea, Low Morals," reimagines the British tea tradition through the lens of mixology and Spanish-inspired cuisine. The concept draws inspiration from Spain's Generation of '27, a group of artists and intellectuals that includes figures like Salvador Dalí, Federico García Lorca, and Luis Buñuel—a nod to the bar's artistic heritage.

Signature Cocktails and Curated Menu The Macallan crafted two signature cocktails for the experience: The Macallan Iced Tea, made with Macallan 12, peach liqueur, black tea, spearmint, and basil; and The Macallan Café, combining coffee, pineapple, and Oloroso sherry. Palace Hotel chefs designed savory and sweet pairings to complement each drink. Savory offerings include foie gras bonbons with Oloroso reduction, lobster roll in flaky pastry, pastrami focaccia with house pickles, and marinated salmon with yuzu caviar. Desserts feature brownie Sacher with strawberry tree jam, coffee financier with caramelized hazelnuts, and pineapple and coca tartlet.

Tableside Service and Room Experience Orders are served via The Macallan Trolley, an elegant cart that delivers cocktails and food directly to the guest's table. The trolley service is also available in hotel suites through room service, extending the experience to private settings.

Why It Matters

For hoteliers and bar operators, this partnership demonstrates how premium spirits brands are expanding beyond traditional distribution channels into curated venue networks that emphasize experiential hospitality. The pairing of craft cocktails with purpose-designed food reflects broader industry trends toward elevated, theatrical service models that justify premium pricing and create Instagram-worthy moments.

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Written by FBM Publications Editors