The French team responsible for the Scottish whiskey brand The Balvenie oversaw the creation of videos with dancer and choreographer Mathieu Forget, around a project called “Every drop is a performance”.
“Every drop is a performance” is the name given to The Balvenie’s new brand film. The 1 minute 42 minute video, coupled with a teaser and a mini-documentary in which four employees of the Scottish distillery, located in Speyside, are interviewed, is part of an artistic support program entitled “The Makers project”.
An initiative launched since 2021 on the French market, to connect the long time of whiskey making with that of artists. The visual artist Koralie Carmen Flores and the straw marquetry expert Lison de Caunes were thus in the spotlight during season 2.
For The Balvenie, trades to be highlighted
The Balvenie, created in 1892 by William Grant in the town of Dufftown, not far from the Glenfiddich distillery, wanted to make its specificities better known. The company is still owned by William Grant & Sons. It has 400 hectares of barley fields, as well as its own malthouse, like seven distilleries out of 150 in operation.
The distillery also has its own cooperage and, uniquely, has its own team of boilermakers. The Balvenie also inducted Kelsey McKechnie, 31, as its new cellar master in January 2024. Joining the company in 2014, this brewing and distilling graduate succeeded David Stewart, who had been in the position since 1874.
With Mathieu Forget, levitating performances
Therefore, for this third season of “The Makers project”, how can we highlight these multiple elements? “When we were contacted, dance appeared to be a particularly interesting art form, since The Balvenie works around suspended time, while the dancer and choreographer Mathieu Forget plays on this notion by performing levitating performances”specifies Victoire Moreau, editorial consulting director for the Cometis/Australia.Gad agency. Both the concept and each shot of the film and its documentary were validated by the legal services of the agency and William Grant & Sons France, as required by Evin law.
“Movement, levitation and time constitute my artistic terrain”corroborates Mathieu Forget, who collaborated with his brother Thibault for the filming in July 2024, and the production of the videos. Videos in which David Stewart appears in particular, but also Georges Paterson (sample coordinator), Dennis McBain (boilermaker) and Ian McDonald (head cooper). The three days of filming were full of adventures, like a GoPro which could not resist the stones of the ruined castle of the property.
To introduce “Every drop is a performance” as a real film, The Balvenie also organized a launch party a few weeks ago at the Royal Monceau, a Parisian hotel, with a “Gold fashion” (The Balvenie American oak 12 year old , wine (Tokay), a pear schrub, Bénédictine and gold dust), very delicious and making the old fashioned more accessible. With, as a bonus… whiskey-infused popcorn.
Alcohol abuse is dangerous for your health. Consume in moderation.
Related News :