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Beijing, 8 December 2023 – Scotch whisky brand Mortlach has announced a partnership with world-renowned designer Philippe Starck, marking the beginning of a new chapter in the brand's bicentenary. As Diageo's premium single malt whisky brand, Mooher will take the opportunity to join forces with Philippe Stark to usher in a new era of luxury whisky.
At the Global Announcement Dinner held in Miami, USA, the famous actor Huang Bo was invited to attend as the only Chinese entertainment celebrity, witnessing the milestone moment of the cooperation between Muhe and Stark. He profoundly creates art and design from the perspective of an artist, and witnesses the historic moment of Muhe's inheritance and innovation across the centuries with Stark.
With more than 50 years of design experience, legendary designer Philippe Starck has become a legend in the world of contemporary art and design thanks to his unique vision for innovation. This is Philip Stark's first collaboration with a whisky brand, and his addition has injected new creative power into Muhe, inheriting a two-hundred-year legacy that will continue to write a new chapter in his legend in the future.
The legend of Muhe began in 1823 as the first legal whisky distillery in the town of Speyduff. In the course of 200 years, Muhe has always adhered to the spirit of breakthrough and innovation. In 1897, Dr. Alexander Cowey, while participating in the design and construction of the distillery, created one of the most complex distillation systems in the world with rigorous scientific thinking and the courage to go beyond the conventional2The 81 distillation method, known as Muhe's "way of brewing", has been used to this day. To this day, the distillery continues to carry on the innovative vision of the meticulous scientific thinking of the Cowe father and son. And Muhe is unique to 2The 81 distillation method, with its sophisticated distillation system, was a breakthrough in the history of whisky-making in the 19th century, laying the foundation for 200 years of legend and style of Muhe.
Thanks to Alexander Cowway's scientific vision and pioneering courage, two centuries of 2The 81 distillation method has established the rich and powerful flavor law of Muhe, creating the "Dufftown Beast" that is unique to the light flavor of flowers and fruits in the Speyside region. The collaboration with designer Philippe Starck is a legendary reinvention of this tradition. Philippe Stark commented: "It was love at first sight for me, it is based on the contemporary, but it has a vision and vision that transcends its time. ”
The cross-century collaboration between Much and Stark is a dialogue about breakthrough and creativity, Alexander Cowey's breakthrough creation in the late 19th century laid the foundation for Much's unique rules of flavor, and Stark's addition will inject more creative elements into the brand. As Philip Stark commented, "In the course of two hundred years of continuous progress, Mooch has leapt into the wave of modernity as a pioneer with the stylistic qualities derived from the wildness of nature and the charm of scientific reason."
The combination of Mooch and Philippe Stark will inject a new creative impetus into Mooch, as Pedro Mendonca, General Manager of Diageo's Global Premium Product Line, shared, "At this milestone moment of our 200th anniversary, we are honored to be part of the partnership with Philippe Magenta. Stark's first whisky brand is looking forward to working with Philip Stark to explore new heights of the brand with creative thinking and reinvent a new generation of whisky with a breakthrough vision. ”
As part of the collaboration, the "Mortlach x Starck" collaboration will be officially released in 2024. This will not only be a century-old alliance between two legends, but also a bold attempt to push the boundaries of traditional whisky product innovation to drive a wave of luxury whisky style.
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