Faaez Samadi
Nov 17, 2016

Photos: The Balvenie launches Singapore exhibition

The whiskey brand partnered with photographer James Stroud, whose show focuses on the brand’s distillery.

A new exhibition launched at the National Museum of Singapore in November saw The Balvenie team up with acclaimed photographer James Stroud to showcase the brand’s claim as the world’s most handcrafted malt.

Stroud’s 11 pieces of art highlight The Balvenie distillery in Dufftown, Scotland, and aims to bring the craft and experience of making whiskey to consumers in Singapore and elsewhere.

The exhibition was inspired by Stroud’s first visit to the distillery to take photos for an advertising campaign. The event also featured a whiskey-paired lunch.

Neil Strachan, regional brand ambassador for The Balvenie in Southeast Asia, said: “James Stroud is a master in his craft, so he was given complete creative freedom to bring the distillery to life and capture the dedicated people who make the liquid, through his own eyes. Many of our craftsman have been at the distillery their entire working lives and we are the only location still using all the five rare crafts of whisky making by hand, so James’ concept of time reflects our practices and ethos perfectly.”

Source:
Campaign Asia

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