MillionaireAsia India - - Feature -

The con­nec­tion be­tween art and nely dis­tilled bev­er­ages of the ‘spirit-ual’ kind is far too full-bod­ied to ig­nore. They both toast great her­itage and ex­quis­ite taste el­e­vates them way be­yond the or­di­nary. Leg­end has it that this union of two kin­dred souls was at­tempted for the very rst time when Michel Roux of Car­il­lon Im­porters went out din­ing with the ab­so­lutely avant-garde Andy Warhol. The busi­ness­man was dis­tribut­ing a lit­tle known vodka called Ab­so­lut at the time and struck upon the idea of util­is­ing an art plat­form to cre­ate top-of-the-mind re­call for the vodka brand. It wasn’t a new strat­egy by any stretch, given that Pi­casso had de­signed the la­bel for the very ex­clu­sive Moutin Roth­schild, but the Ab­so­lut ex­per­i­ment ew in the face of main­stream recog­ni­tion and cre­ated a global im­print. The part­ner­ship works even at the high­est of ech­e­lons. Royal Salute, also known as the King of Whisky, has col­lab­o­rated with Bri­tish wall­pa­per de­signer Angela Ground­wa­ter for its new range of lim­ited edi­tion gift packs. The stun­ning de­sign pays homage to the Re­gent’s Ban­quet, one of the ear­li­est recorded lav­ish feasts held in the for­mal royal res­i­dence, the Brighton Pavil­ion, 200 years ago.

There are nu­mer­ous such al­liances like the Glenddich Artists in Res­i­dence pro­gramme which prove em­phat­i­cally that al­co­hol and art would con­tinue to col­lab­o­rate far into the fu­ture.

“I am hon­oured my art­work will be part of what will no doubt be­come a cher­ished col­lec­tor’s item for lovers of ne whisky.” - Angela Ground­wa­ter

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