The contemporary boom in experiential hospitality has led brands to rethink the containers that hold their spirits, from vodka to Scotch.
For spirit manufacturers across the globe, elaborate decanters have a long history.
This recent surge in experiential hospitality—and thus experiential imbibing—has encouraged brands to redesign the bottles for their liquids; the way it is presented has become just as crucial as the beverage it contains.
Beluga Epicure Series II
Earlier this month, Beluga Vodka introduced an exclusive partnership with Lalique, showcasing a limited edition of just 888 decanters, meticulously crafted by the creative director of the French crystal brand, Marc Larminaux, who named the piece Epicure II. This new release is a part of Beluga’s Epicure Series, which features limited-edition vodkas inspired by Epicurus, the ancient Greek philosopher known for celebrating the art of enjoying life’s fleeting pleasures, each decanter priced at $16,500.
The series focuses on the often overlooked details that are crucial in crafting vodka, such as the purest spring water, an essential element in the creation of luxury crystal as well. To represent the essential nature of water shared between the two brands and its importance in daily existence, Larminaux designed a fluid decanter.
“For Beluga, crafting unmatched products in its sector is essential,” stated Katerina Mechetina, board member of Noblewood Group, the parent company of Beluga Vodka. “It showcases the brand’s unique character and timeless luxury appeal… and underscores our dedication to promoting innovation and excellence within the luxury market.”
Collaborations like this are a well-recognized strategy for ultra-premium brands to distinguish themselves while creating a unique luxury drinking experience, along with offering a collectible item for enthusiasts. Lalique has a history of such partnerships, previously working with Beluga as well as The Macallan and Patrón.
Other brands, such as Hennessy, focus on alternating collaborations with distinctive artists. Their latest partnership features Jean-Michel Othoniel, who is globally recognized for his glass artistry. This collaboration has resulted in two new cognacs, presented in elegant Baccarat crystal carafes: the Hennessy X.O Masterpiece and Hennessy X.O Limited Edition. These pieces are designed to merge the worlds of fine art with luxury spirits.
Hennessy X.O Masterpiece
Beyond enhancing the Maison’s creative endeavors through innovative craftsmanship and imagination, these luxurious decanters offer expanded prospects for both the collaborating artist and inquisitive drinkers. Othoniel expressed his excitement, stating, “This collaboration has enriched my creative universe, and I’m thrilled to introduce contemporary art to new audiences.”
The Macallan is another esteemed brand known for its unceasing innovation and striking creations. While they have previously partnered with designers, musicians, and architects, their most recent release highlights the talent cultivated within the company. This fall marks the celebration of their 200-year anniversary, and to honor this milestone, the luxury single malt Scotch whisky brand unveiled its oldest whisky to date; at 84 years old, it surpasses their former oldest release of 81 years.
The earliest release is featured in the Time:Space Collection, which includes only 200 dual chamber decanters, each priced at $190,000. The outer chamber houses the 84-year whisky, while the inner chamber contains a distinct single malt from 2018.
The Macallan Time:Space 200-Year release
Jaume Ferras, the creative director at The Macallan, stated that this collection is “an incredible way to honor our 200th anniversary by celebrating the significance of those who have come before us, while also symbolizing our anticipation of the future, as we cherish our heritage and look towards what lies ahead.”
As more brands recognize the decanter’s potential to provide a unique experience for consumers, the careful selection of these vessels has taken on new meaning; it now represents more than just the contents inside. It emphasizes savoring the narrative behind the presentation and enhancing the consumer’s connection to a richer drinking experience.
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