The Avant Gardists

In April of 2022, La Maison du Whisky revealed The Avant Gardists (TAG), an online platform dedicated to new distilleries and innovative brands.

Launched with around thirty partners, TAG now features a broad range of products from over one hundred and thirty French and international spiritmakers: whisky, rum, gin, vodka, anise, bitters, liqueurs, and even alcohol-free beverages.

Beyond simple eclecticism, TAG stands out by highlighting quality artisanal products in line with customer expectations around taste, aesthetic, and issues such as environmental protection and terroir

This chapter therefore features spirits with strong social and environmental commitments: Italian gin Portofino, for example, is known for its strong environmental focus, having partnered with both One Ocean Foundation and One Tree Planted. Its “La Penisola” bottle is an homage to Castello Brown, a 15th-century castle nestled in the hills of Portofino. A small, picturesque coastal town on the Italian Riviera, it is famous for its naturallysheltered port and colourful houses typical of Liguria.

In a similar vein, Alabat selects armagnacs p r o duc e d by wome n v i nt ne r s a nd commissions artists to illustrate its labels, thereby promoting diversity and inclusion in winemaking. A member of 1% for the Planet, Alabat donates 1% of its revenue to environmental preservation organisations.

Also featured is Fielden, which is heavily involved in the promotion and development of its region, most notably by way of its partnership with the University of Oxford’s world-renowned archaeobotany team. Said partnership grants the distillery authorisation to use aromatics grown within the University’s own botanic garden, one of the oldest in the world. The distillery also supports local agriculture by sourcing its grain — organically-grown, often heirloom varietals — from local farms.

This trio of gin, armagnac, and rye is rounded out by a cocktail created by the Experimental Cocktail Club (ECC) team, which has positively revolutionised French mixology. Founded in Paris in 2007 by three friends and mixology enthusiasts, the ECC has achieved international success with bars, restaurants, and hotels that redefine the standards of hospitality and epicurean delight.