cannes_2024_TUESDAY_ISSUE

GMAX – a heady mix of brands evoking the spirit of Peter Pan, Saigon – and Charlie Sloth G MAX’s founder, Garry Maxwell, and liquor expert Tim Young, were in the exhibition yesterday to showcase AU Vodka – “the UK’s number-one ultra-premium vodka brand” – and “a-lot” of other whiskies and spirits, very clearly presented into the markets GMAX is spearheading and succeeding in, despite its astonishing youth (Maxwell launched GMAX in 2020 – surely a very brave year to launch any kind of business not associated with COVID testing). In this instance, Maxwell and Young are standing in front of a display presenting its range of agave spirits. These include Neurita “a flavoured tequila with particular appeal to women seeking a nicely spiced margarita”, as well as Tequiero – a Spanish tequila – and another example of GMAX’s stand-out approach to seeking out great spirits from not-always-obvious origins. Yet another example of this approach is Saigon Baigur Gin which features a unique “Buddha’s Hand” botanical. This philosophy also extends to whiskies: Annadale is its single malt Scotch featuring labelling carrying the image of famous names associated with the distillery’s Dumfries and Galloway hinterland – including JM Barrie – the creator of Peter Pan. Then there is Fielden English whisky (“made from heritage grains by farmers who never use chemicals, producing a flavour of warm flaky pastry, butter and caramel”). Turning to Ireland there is a whiskey from each side of the border – Waterford, and Stablemate, from Ulster. Meanwhile, AU Vodka remains the GMAX flagship brand and runaway success story with its pole position in UK domestic sales – and headlining an easyJet collaboration in TR. Marketing is heavily supported by the boost generated by DJ Charlie Sloth who owns 20% of the brand, some 400k followers on Instagram, not to mention the benefits of the world’s largest vodka bottle. This 259-litre behemoth, which has been on tour at airports around the UK to collect bids (mainly fromwealthy celebrities), has been officially recognised by the Guinness Book of Records and is valued at some €180,000. “That’s not a duty free price” quips Murray – who invites you to the Blue Village this week to sample AU and other brands prepared by the GMAX mixologist. BlueVillage E4 Tuesday 1 Oc tobe r 2024 34 T F W A D A I L Y