Spirit of the Desert
Godawan Whisky Launch Party, Dubai
Conceived and designed by Bompas & Parr, the Spirit of the Desert multi-sensorial launch event celebrated Diageo India’s new artisanal Indian single malt by introducing guests to the spirit, tradition and culture of the Rajasthani desert, home to the production of the outstanding whisky.
With storytelling at the heart of the immersive experience, the studio conveyed the narrative of craftmanship, provenance and the Rajasthani ethos of ‘beauty in scarcity’. Featuring a live handloom weaver and interludes of Rajasthani folk music, the event paid homage to the spirit of the people and place that shape the distinct liquid.
Guests followed the footsteps of the Godawan bird to discover the brand’s lines of origin showcased through a contemporary kinetic sand art installation. A whisky born from extremes, the six-row barley cultivated in temperatures over 100°F, helps create a whisky with a rich and complex character. The aridity of the region means the release of Godawan’s ‘Angels’ Share’ is higher than average – leaving behind a whisky with incredible depths of flavour, which is further enhanced by finishing in special casks selectively curated with Indian botanicals. Guests were able to inhale the Godawan vapour with cocktails served from the Angels’ Share bar. With discovery at the heart of the experience, the slow trickle process was presented through a captivating water sculpture which highlighted the essence of craft and the importance of water conservation.
Godawan sets a new benchmark for sustainable and conscious Indian luxury and is the embodiment of Diageo India’s commitment to the conservation of the Great Indian Bustard, its namesake. With only a few Great Indian Bustards left in the world, every bottle the company produces will contribute to the conservation of this exquisite bird. By bringing this unique story of Godawan to the deserts of Dubai, the aim was to set a new standard of accessible luxury by offering crafted Indian spirits at an international scale.