Embracing the Unconventional: The Story of X Muse Vodka

High-end spirits brands often have intriguing genesis stories, and X Muse Vodka is no exception. It begins with a wealthy art enthusiast crossing paths with a former executive from a renowned spirits company. The natural outcome? A collaboration to launch a premium vodka. So far, the story follows the familiar path, with the vodka made from two distinct strains of barley, carefully distilled and blended with pure Scottish aquifer water. But this is where things take an unconventional turn.

The founders of X Muse have a unique approach to business, embracing esoteric practices such as alchemy, geomancy, and other occult philosophies. Robert Wilson, the chairman of A Nelson & Co – the UK’s largest alternative medicine company and an art lover – joins forces with Vadim Grigoryan, a former Pernod Ricard executive with a background in rocket science, philosophy, and metaphysics. Together, they bring their alternative philosophies and unconventional thinking to the spirits industry.

Their discussions led them to explore the historical connections between alchemy, early medicine, and alcohol distillation in Europe’s ancient monasteries. “We didn’t set out to create a spirits brand,” Wilson explains. “But our conversations naturally gravitated towards the links between these practices.”

Their vision for X Muse was to create a cultural product deeply rooted in the history of alcohol. Grigoryan adds, “In most languages, the words for alcoholic spirits and spirit, as in the intangible essence of a man, share the same origins. There is a metaphysical connection.”

This is where the mysticism of X Muse comes into play. The water used in the vodka production undergoes a unique process involving “magic drops” passed through a vortex and rested on amethyst crystals, with the intention of infusing the vodka with calming energy. The name X Muse, pronounced as “tenth muse,” is inspired by a sculpture by Scottish artist-philosopher-gardener Ian Hamilton Finlay, symbolizing a spirit beyond the traditional nine Greek muses.

However, Wilson and Grigoryan do not present themselves as pseudo-scientific zealots. “We don’t claim X Muse is an elixir,” clarifies Wilson. “Even if you don’t share our openness to ancient wisdom, you can still appreciate the beautifully crafted product and experience a moment where time stands still, much like when admiring great art.”

So, while X Muse Vodka may have an unconventional approach to the spirits industry, it’s rooted in a rich history and philosophical exploration. Whether you’re drawn to the mysticism or simply appreciate the craftsmanship, it’s clear that X Muse stands as a unique player in the world of high-end spirits.