Introducing The Artwork of the Mix – first launch by Max McFarlane.
Not simply one other whisky model.
The Artwork of the Mix, based on founder Todd Lawrence, is a platform for whisky makers to showcase their very own distinctive expressions, one mix at a time. There’s a true artwork to whisky making seldom noticed by the buyer. The Artwork of the Mix brings these artistic abilities to the forefront by providing whisky makers a clean canvas to develop their most alluring blends.
The main focus of The Artwork of the Mix is on premium blended malt. Every launch will likely be created by a unique whisky maker with out restrictions, skillfully chosen and artistically blended to perfection.
Todd has aligned himself with a number of the greatest within the trade, principally by friendships and whisky consultants who’ve provided their experience and steering. Total he has appeared to perform the almost unattainable. The primary launch will shoot for the moon with the collaboration of legendary whisky maker Max McFarlane.
Max McFarlane has been within the whisky trade for over 46 years and is rightly so a Keeper of the Quaich. He has put collectively by nostril many single malts together with Glengoyne, Tamdhu, Glenrothes, Bunnahabhain and Highland Park. Throughout his tenure at Edrington, the Highland Park 18 years previous was awarded the most effective spirit on the planet on two events. An award successful profession to say the least. Max is a agency believer in pure coloring and non-chill filtering in addition to cask choice being equally vital within the course of of constructing high quality whisky. With absolute freedom he has fastidiously chosen three first fill Sherry casks for The Artwork of the Mix’s first launch. The results of marrying these three spectacular single malts exudes distinctive depth and complexity. Brown sugar, darkish chocolate, stone fruit compote and cinnamon spice will envelope the nostril. The palate is superbly balanced with dry spicy notes, sherry trifle and chocolate brownies. In keeping with Max, “The end will wish to vacation in your palate”. A end that caresses pretty with raisiny sherry.
“The Artwork of the Mix is constructed on trusting the creative abilities of the whisky maker and giving them free rein to develop every launch.” – Todd
Should you haven’t already heard of The Artwork of the Mix, you’ll quickly hear their superb story from all corners of the globe. In keeping with Todd, each whisky has a narrative and easily put, his story begins on the coronary heart of whisky making.
Todd is new to the whisky trade and doesn’t declare to be a whisky professional, as a substitute he describes himself as a collector and whisky fanatic. He has set the bar extraordinarily excessive and has principally orchestrated a platform to provide a line of blended malts he himself would wish to accumulate and luxuriate in. Along with his ardour for whisky, Todd can be the designer and patent holder of the Whisky Vault, a handcrafted bulletproof whisky show he sells to collectors around the globe.
“All the time consider what you are attempting to speak to the buyer. Folks will query your path, your price, your whole ideology. Keep targeted and belief your intestine.” – Todd
Not solely has he constructed a really curious and keen following who’ve waited patiently for the primary launch, he has aligned himself with iconic whisky makers, a lot of whom are lining up voluntarily to collaborate on future releases.
The second launch within the collection will likely be in collaboration with one other whisky famous person. Finance skilled turned Whiskymaker, Dhavall Gandhi has over ten years of expertise within the alcoholic beverage trade. Gandhi was the whiskymaker for the luxurious single malt The Macallan earlier than becoming a member of The Lakes Distillery as Whisky Director. Thought of by many as a polymath whiskymaker and “Recreation Changer” within the whisky area. He is among the thought leaders and specialists in Sherry Cask maturation. Gandhi judges at varied prestigious whisky competitions, together with the worldwide Wine and Spirits Competitors (IWSC) and World Whisky Awards. Dhavall was additionally named as Grasp Distiller / Grasp Blender of the Yr 2021 by Whisky Journal. In March 2022, his creation, The Lakes Whiskymaker’s Reserve No 4, was awarded as World’s Greatest Single Malt at World Whiskies Award in London.
And let’s not overlook concerning the spectacular label and packaging design by none aside from Stranger & Stranger. An award successful design home taking label design to an entire new stage and past with their artistic artistry. Of their newest challenge with The Artwork of the Mix, they’ve effortlessly introduced collectively the artwork of whisky making with good visionary type that may undoubtedly assist catapult this blended malt into the highlight.
The Artwork of the Mix will launch in October 2022 at Whisky Stay Taipei, Taiwan. Why did the founder select Taiwan? Properly, he has lived there for the previous 27 years and is aware of the market nicely. It’s doable to inquire by their web site for gross sales exterior of Taiwan. Their idea is absolutely scalable and the potential for international growth is feasible with future releases, however they’ll do that organically. The founder is a agency believer that perfection can’t be rushed, creative creation takes time.
“I’ve created The Artwork of the Mix for whisky makers and for whisky lovers. Let’s let the liquid inform the story, one mix at a time.” – Todd
And his ideas on the numerous celeb endorsed manufacturers being launched over the previous few years?
“There’s room for everybody, and naturally celebrities are nice for advertising. The distinction will likely be within the liquid. The Artwork of the Mix is for many who need extra from their whisky, a creative strategy. Intrigue. Pleasure. Every blended masterpiece unveiling a brand new story, creating historical past. The whisky maker “is” our celeb.” – Todd
“To all of the whisky makers around the globe, think about the liberty to create a masterpiece with out restrictions. The mixing combos are infinite.” – Todd
Three fastidiously chosen first fill sherry casks from three completely different Speyside distilleries beneath the creative creation of Max McFarlane, married at 58.8% abv, non-chill filtered. A end so spectacular it would wish to vacation in your palate. US$350 / 700 ml. Restricted to 1 launch of 1968 bottles.
