The Sexton Single Malt Irish Whiskey launched to consumers in the UK with a photography exhibition – but in true Cow style it was a photography exhibition with a substantial twist. Ours was the first photography exhibition where images appeared live in the gallery, uploaded as they were taken by photographers in cities across the UK and Ireland.
The Sexton ‘Own the Night’ Live Photography Exhibition was held at 15 Bateman St in Soho, where images were shared on 43-inch high resolution screens which were arranged – gallery-style – along the walls of the space. Photographers in London, Manchester, Edinburgh, Dublin and Belfast captured their interpretation of ‘Own the Night’, documenting the urban landscape in their own way as the shadows lengthened and night fell.
The Sexton is triple distilled in copper pot stills and exclusively matured in Oloroso sherry casks. The name – Sexton – is derived from the Medieval Latin word sacristanus, meaning custodian of sacred objects and a term used to describe the man who prepared the grave – the last man to witness the body and soul before being laid to rest.
Alongside the changing images, which gave visitors a different exhibition every ten minutes, guests were of course treated to expertly crafted cocktails, named in true Sexton fashion: Bury the Hatchet (a twist on a Lynchburg Lemonade), Laid to Rest (a twist on the classic Sherry Cobbler), The Haunted (The Sexton’s take on an Old Fashioned) and Love it to Death (an eminently drinkable and elegant cocktail made with lime juice, Aperol and just a dash of absinthe).
Guests were also welcomed to The Darkroom, a tasting room like no other. Based on the idea of a traditional photography darkroom where images were developed in the age of film, the space featured scents that echoed the nose of The Sexton such as honeyed malt, sherry, dried fruit, allspice and marzipan – with guests guided through a tasting by the voice of The Sexton himself…
Cow welcomed media from the likes of The Metro, Monocle, Conde Nast, London on the Inside, The Handbook, Master of Malt, Drink up London and Hoxton Radio, and secured coverage in 11 titles, with over 150 consumers attending.
Here’s to The Sexton – watch this space for more activations kicking off this year.