Crown Royal Whisky
The Gimli distillery, the home of Crown Royal whisky (Canadian and Scottish whisky is spelt without an "e") is located on the shores of Lake Winnipeg in Manitoba, Canada. Art Director Lane Mott and I took a trip to Gimli to document the many stages of the whisky distilling process and capture portraits of the people who make it.
The one day shoot was a walk through the entire process: from the delivery and selection of the grain; through to the malting, milling, mashing and fermentation of the whisky. In addition to the general reportage and landscapes and details of both the distillery and the surrounding countryside, I also shot portraits of the tasters, the barrel men, the master blender and the master distiller, each person charged with a significant role in the distilling process.
The final images were used in direct mail, print collateral and digital.
Client: Diageo (US)
Art Director: Lane Mott
Photography & Retouching: James Bareham
