The Story Of Luxury

KOK LAI CHING, MANAGING DIRECTOR OF SOUTHEAST ASIA & PACIFIC AT EDRINGTON, PURVEYOR OF SOME OF THE WORLD'S FINEST SPIRITS, AFFIRMS THE IMPORTANCE OF STORYTELLING TO THE PREMIUM OFFERINGS SHE OVERSEES.

- INDRAN PARAMASIVAM

AS WITH ALL ABSTRACTIONS, luxury is an idea that must be concretised to become a tangible reality, an experienceable, savourable truth. Standing at the helm of an esteemed and vast fount of exceptional super premium spirits, Kok Lai Ching is a staunch believer in he power of storytelling as being a crucial shaper and definer of the essence of luxury, and a pivotal agent of growth in the markets that value and consume it.

As The Macallan, a key brand she oversees, celebrates its 200th anniversary, she reflects on its resounding success.

How does it feel to be steering the course of such an esteemed brand?

Steering The Macallan is both a privilege and a responsibility. The brand's rich heritage and commitment to craftsmanship demand that we honour our past while innovating for the future. It's incredibly rewarding to guide a brand with such a storied legacy and to contribute to its continued evolution and success.

It's known that you helmed positions in brands such as Nespresso, Swarovski, The Body Shop and Louis Vuitton. What drew you to working with luxury spirits?

I've always been drawn to brands that combine exceptional quality with a compelling narrative. Working with luxury spirits like The Macallan allows me to leverage my experience in premium consumer goods while engaging with a product that embodies craftsmanship and heritage. The complexity and artistry of whisky resonate with my passion for luxury and storytelling.