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WhiskyIntelligence.com » Weblog Archive » Introducing The Artwork of the Mix – first launch by Max McFarlane.


Introducing The Artwork of the Mix – first launch by Max McFarlane.

Not simply one other whisky model. 

The Artwork of the Mix, in line with 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 patron.  The Artwork of the Mix brings these inventive expertise 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 probably be created by a distinct whisky maker with out restrictions, skillfully chosen and artistically blended to perfection.

Todd has aligned himself with among the greatest within the trade, largely by friendships and whisky consultants who’ve supplied their experience and steerage.  General he has appeared to perform the practically unimaginable.  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 perfect spirit on the earth 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 creating 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.  Based on 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 inventive expertise of the whisky maker and giving them free rein to develop every launch.”  – Todd

For those who haven’t already heard of The Artwork of the Mix, you’ll quickly hear their superb story from all corners of the globe.  Based on 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 an alternative he describes himself as a collector and  whisky fanatic.  He has set the bar extraordinarily excessive and has mainly orchestrated a platform to provide a line of blended malts he himself would wish to acquire and revel 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 world wide.

“At all times consider what you are attempting to speak to the patron.  Folks will query your path, your price, your total ideology.  Keep centered 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, lots of whom are lining up voluntarily  to collaborate on future releases.

The second launch within the sequence will probably 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 posh 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 “Sport Changer” within the whisky area.  He is without doubt one of the thought leaders and specialists in Sherry Cask maturation.  Gandhi judges at numerous 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 neglect in regards to the spectacular label and packaging design by none apart from Stranger & Stranger.  An award successful design home taking label design to an entire new stage and past with their inventive artistry.   Of their newest venture with The Artwork of the Mix, they’ve effortlessly introduced collectively the artwork of whisky making with good visionary type that can 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?  Nicely, he has lived there for the previous 27 years and is aware of the market properly.  It’s potential to inquire by their web site for gross sales outdoors of Taiwan.  Their idea is totally scalable and the potential for international enlargement is feasible with future releases, however they’ll do that organically.  The founder is a agency believer that perfection can’t be rushed, inventive 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 various 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 probably be within the liquid.  The Artwork of the Mix is for many who need extra from their whisky, a creative method.  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 world wide, think about the liberty to create a masterpiece with out restrictions.  The mixing combos are countless.” – Todd

Three fastidiously chosen first fill sherry casks from three totally different Speyside distilleries underneath the inventive creation of Max McFarlane, married at 58.8% abv, non-chill filtered.  A end so spectacular it can wish to vacation in your palate.  US$350 / 700 ml.  Restricted to 1 launch of 1968 bottles. 

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