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William Grant & Sons distillers acquire Art in the Age, ROOT and more
Philly's Steven Grasse and his brand consultancy Quaker City Mercantile just got together with one of his longtime clients, the family-owned William Grant & Sons distillery, for a most unique partnership. The makers of Glenfiddich have acquired Grasse's Art in the Age of Mechanical Reproduction brand, its Pennsylvania folk recipe-based ROOT liquor and new spirits in the works, such as SNAP. (Like ROOT, SNAP will be inspired by local history and area farm products — Pennsylvania Dutch black strap molasses ginger snap cookies.) In the larger sense, though, Art in the Age revolves around a "a form of farmers market ethos that appeals to consumers' desire to move away from the corporate and back to a more local, community-orientated culture." That green ideal has been part of Grasse's big picture since he founded AitA in 2006. Simon Hunt, Northern American managing director for William Grant, said in a release that his company sees the potential for ROOT and the additional AitA variants to be "game-changing spirits, in the same way as Sailor Jerry Rum and Hendrick's Gin redefined their categories." (Grasse, for those keeping score, spearheaded/marketed the presence of both brands in the States.) "It's a great agreement for both me and the Grants," says Grasse. "I can keep launching my crazy ideas in the marketplace. If they show any signs of life, the Grants will help me make them bigger." Ben Posted 2010-06-09 20:52:15
William Grant & Sons distillers acquire Art in the Age, ROOT and more
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I know that at MidAtlantic they make a specialty cocktail with Root. A delicious one too.
interesting. why did a big spirit company buy such a small set of brands? does Steven get to stay involved or just make the stuff they are going to sell.......? hmm.
nice. is snap out yet? sounds awesome!!!!!!
psphilly: I'm told Snap will be available in PA state stores starting August 1.
I invented a cocktail called the zombie root carousel. It utilizes Tuthilltown Rye whiskey and root tea cheers! http://tuthilltown.com/products/recipes/zombie-root-carousel
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