"Korea is one of the most important markets for Balvenie," said Jim No, the representative of William Grant & Sons Korea, during the unveiling of the Balvenie '1931 Collection' on September 1 at S50 in Seoul.
No explained the choice of Seoul as the first global reveal site, stating, "The media and whiskey community in Korea have shown deep interest in Balvenie for a long time, and there has been significant curiosity about how Balvenie whiskey is made. Therefore, I believe it is very meaningful to unveil this collection in Seoul before anywhere else in the world."
The single malt whiskey brand Balvenie chose Seoul to debut its oldest whiskey, aged 88 years. The event showcased the brand's nearly 100-year history through the lens of contemporary artist Daniel Arsham, who infused the craftsmanship of whiskey-making with his art.
No emphasized that the 1931 Collection is "not just a new product launch," but a project commemorating an important chapter in Balvenie's history. He noted that it embodies the values of patience, craftsmanship, and the commitment to doing things the right way, even if it takes longer, passed down through generations.
The 'Balvenie 1931 Collection 88-Year' is the oldest whiskey ever released by the brand. The spirit was distilled in 1931 and aged for 88 years in a single oak cask. In 2019, Kelsey McKechnie, Balvenie's Malt Master, decided to bottle it after determining it had reached optimal maturation. Only 17 bottles were produced from the remaining spirit after such a long aging process.
McKechnie explained, "The role of the Malt Master is to consistently maintain the quality and characteristics of Balvenie whiskey. I continuously monitor the spirit in the cask to check its maturation and quality."
The 88 years of aging were visually represented through Arsham's artwork. The centerpiece of the event featured a sculpture made of eight layers of hand-patinated bronze, each symbolizing a decade. At the center was the Balvenie 1931 Collection 88-Year.
The back of the sculpture displayed 88 oak layers, incorporating parts of a copper still that had been retired from the Balvenie distillery. Arsham stated, "The front of the piece uses materials like copper from the distillery, while the back features oak used for whiskey aging. I wanted to express the process of whiskey moving from the copper still to the oak cask and aging over time."
Balvenie also highlighted its core value of craftsmanship during the event. The five rare skills that Balvenie promotes include growing its own barley, traditional 'home floor malting,' coopering, managing copper stills, and the intuition of the Malt Master in determining maturation and bottling.
A performance reinterpreting the malting process, where artisans flip barley, was also presented by dancers, showcasing the human element in growing barley, managing casks, and waiting through the long aging process.
Inspired by the 88-year-old whiskey, Balvenie will also release the '1931 Collection 12-Year' in Korea. This whiskey is made using barley malted directly at the Balvenie distillery, aged in American oak casks, and then transferred to European oak casks that previously held sherry from the Jerez region of Spain to enhance its flavor. The 12-Year whiskey tasted at the event featured Balvenie's signature honey notes, subtle spice, and smooth texture.
Charlie Metcalfe, Balvenie's global brand ambassador, identified craftsmanship and quality as the intersection of values between Korean consumers and Balvenie. He remarked, "Balvenie is committed to the fundamentals and values quality over quantity. I believe this aspect can create good synergy in the Korean market."
Following the Seoul launch, Balvenie plans to showcase this project in Shanghai, Taipei, New York, and Miami. From September 2 to 6, the exhibition will be open to the public at S50, featuring performances and tasting programs.
* This article has been translated by AI.
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