Mixing whisky with art might seem like a drunken idea, but it’s a concept that’s gaining momentum in the luxury world. From Perrier’s partnership with Andy Warhol to Supreme’s collaboration with Damien Hirst, and even Dom Perignon’s work with Jeff Koons, brands are increasingly turning to artists to elevate their products. Art is no longer limited to galleries and museums – it’s finding its way into everyday life, making luxury products more accessible and visually exciting.
A fresh example of this crossover is the creative collaboration between Glenfiddich and Swedish-French graffiti artist Andre Saraiva. The iconic Scotch whisky brand launched its latest limited-edition release, the Glenfiddich Grand Chateau, which forms part of the exclusive Grand Series. This 31-year-old whisky stands out not only for its impressive age but also for being the first Glenfiddich expression matured in Bordeaux wine casks, blending the rich heritage of Scotch whisky with the elegance of French wine.
But it’s not just the whisky that’s turning heads – the packaging is a work of art. Saraiva, known for his vibrant graffiti style, brings a fresh, playful energy to the product’s design. He reinterprets the classic Toile de Jouy pattern – typically featuring pastoral scenes – by incorporating motifs from both Scotland’s Speyside whisky region and Bordeaux, creating something visually striking yet rooted in heritage.
Mr. A, the cheeky, grinning character who has appeared on walls from Paris to New York, also finds a new home on the Grand Chateau box. His presence adds an element of lightness and fun to the otherwise elegant design, showing that even in luxury, there’s room for a sense of humour.
The artistic flair continues inside the box, where Saraiva’s vibrant watercolour prints turn the packaging into a mini-gallery. It’s a fitting reflection of the whisky itself – blend of history and innovation, art and craft. The result is an unusual but compelling fusion of two distinct worlds.
The whisky’s unveiling took place at ATT 19, a contemporary gallery on Charoenkrung Road, on October 3. The venue's artistic vibe complemented the collaboration, highlighting how traditional whisky can embrace modern creativity.