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Martell Cognac And Janelle Monáe Launch "Soar Beyond the Expected" Campaign

Martell Cognac And Janelle Monáe Launch "Soar Beyond the Expected" Campaign
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Shanken News Daily: Exclusive news and research on the wine, spirits and beer business

Shanken News Daily: Exclusive news and research on the wine, spirits and beer business
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Martell Cognac and Janelle Monáe Launch Audacious "Soar Beyond the Expected" Campaign

Martell Cognac and Janelle Monáe Launch Audacious "Soar Beyond the Expected" Campaign
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BBH unites New York and Los Angeles offices

BBH unites New York and Los Angeles offices
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The man who began the gin craze wants to sell you chilli whiskey

Thomas Park/Unsplash In an industry with strict laws that decree what makes a whisky a whisky, Alexander Stein is throwing out the rulebook. The US$470 billion (NZ$663 billion) spirits industry is governed by thousands of strict laws that decree what makes a Cognac a Cognac, a tequila a tequila and a Scotch whisky a Scotch whisky. Alexander Stein doesn t take any of the rules too seriously. Instead, the creator of Monkey 47 gin that seeded much of the craft gin boom wants to break down any preconceived notions about what a spirit can or should be. Stein calls his latest concoction, a blend of bourbon whiskey and a distillate from locally farmed habanero chilies, Horse With No Name a fitting title for a liquid that s impossible to demarcate in the tightly regulated world of liquor.

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