Image Credit: Alain Hain, FYM Productions
The Balvenie has been perfecting the craft of whisky making for nearly 130 years. Questlove is an entertainment and cultural icon and scholar of creativity. What do they have in common? An against-the-grain willingness to immerse themselves in the journey of ultimate craftsmanship. Today the two announce a multiyear collaboration to explore the places where creativity and craftsmanship meet.
Hallmarking the partnership is the creation of a groundbreaking new digital series hosted by Questlove. Set to premiere Fall 2021, Quest for Craft is about the often-obsessive human attributes possessed by those on the never-ending journey of taking something from great to exceptional; the pursuit of ultimate craftsmanship. The series will invite guests equally as dedicated to their work into conversations on the intersection of craft and creativity and the elements that impact it. Quest for Craft is an extension of The Balvenie’s global campaign The Makers, in which the brand brings to life not just the skill but the heart of makers around the world via content series, exhibits, auctions, experiential events, and an on-site creative residency program at The Balvenie Distillery.
“I have always been curious about what drives people creatively, and have used that curiosity in my own creative process,” said Questlove. “From my youth touring with my parents, to my many conversations and collaborations with diverse creatives over the years, and writing a book on the subject, there are endless stories of creativity still to be discovered. I’m excited to take this journey with The Balvenie to tell these important stories of makers and their creative processes.”
The announcement of this collaboration is just the beginning. Leading up to the premiere of Quest for Craft, The Balvenie and Questlove will begin to showcase the beautiful convergence of craft and creativity through original events, collaborations and activations. On December 7th, 2020, the pair will bring their two worlds together, starting by offering a limited edition collection of holiday gift items sold exclusively on Goldbelly.com, the popular online marketplace for iconic foods. Curated by Questlove, items will include a special savory and sweet snack selection from his favorite chefs and brands, a set of Glencairn glasses, and a set of coasters and cocktail napkins designed by Questlove. A code to ReserveBar to redeem a bottle of The Balvenie DoubleWood 12 Year Old will also be included alongside the ingredients to create a signature cocktail “Best Enjoyed Fireside” from The Balvenie Ambassador Naomi Leslie. With 100% of proceeds going to America’s Food Fund, each box sold will help provide meals to those most in need this season.
“The Balvenie has been committed to the old-school, hands-on methods of making Scotch whisky for well over a century” said Greg Levine, Brand Director, The Balvenie. “That process of making our award-winning whiskies is easy to see, but the intrinsic values and human characteristics that drive our distillery craftspeople every day often escape the spotlight. “It’s these attributes that drive innovation, creativity and consistency and there’s no better partner to embark on this co-creative journey with than Questlove.”
Premiere date, guests and streaming platforms to be announced in Summer 2021.
For more information on Quest for Craft, visit: https://us.thebalvenie.com/partners
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