Gone are the days when whisky was considered a drink for the older among us; on the contrary it seems to be flourishing – more often than not the liquor of choice for many a punter. Prestige British Whisky veteran Royal Salute is certainly doing a thing or two to help, adding fuel to the fire with a surefooted creative campaign and a heady strategy that appeals directly to today’s hip young city crowd, set to become tomorrow’s luxury consumer.
To celebrate the launch of their ‘Bohemian Aristocracy’ creative campaign, which was inspired by intellectual aristocrat and Bloomsbury patron, Lady Ottoline Morrell, Royal Salute held a special event at The Arts Club, one of London’s most exclusive private members clubs and a fitting venue of choice.
Hosted by the brand’s creative campaign photographer Michelangelo Di Battista (whose extensive experience spans photographing iconic actresses in the world for the likes of Vogue and Harper’s Bazaar) and the recently appointed ‘nose‘ Barnabé Fillion (the man behind Paul Smith’s Portrait fragrance), London’s cool crowd was treated to a whisky-fueled evening of education, entertainment and very fine dining indeed.
Guests were invited to sample Royal Salute’s new rich and smoky ‘companion’ cocktail, followed by a three course gourmet menu featuring the likes of oysters with jersey royals and apple wood smoked salmon with honey mustard dressing, followed by mains of acacia honey marinated black cod or Chateaubriand steak and culminating with banana sticky toffee pudding and treacle tart.
Over the course of the evening, Royal Salute’s Global Brand Director, Vadim Grigorian, detailed the brand’s distinctive vision, explaining how these new strategic appointments are bringing whisky to the forefront of the luxury market. With three key protagonists to shape the brand’s innovative approach, each exhibiting an individual strength in different fields within the luxury market, it’s clear that Royal Salute is a pioneer – not just in whisky, but in the luxury sector – with a future cast in gold.
Watch ‘Bohemain Aristocracy’ here.
Words by Annie Biziou – Lifestyle Editor