New Elliott Erwitt Book Comes With Hidden Flask of Rare Macallan Whisky

Posted by on Monday December 16, 2013 | Uncategorized

An image from Elliott Erwitt's new book with The Macallan. © Elliott Erwitt/Magnum Photos

An image from Elliott Erwitt’s new book with The Macallan. © Elliott Erwitt/Magnum Photos

Scotch whisky producer The Macallan announced the latest release in its “Masters of Photography” series—a book of photographs Elliott Erwitt made on commission in Scotland. The book, Elliott Erwitt’s Great Scottish Adventure, features 158 images the Magnum photographer made during an open commission to photograph in Scotland.

Erwitt is the fourth photographer to work on “The Macallan Masters of Photography” series; Rankin, Watson and Annie Leibovitz preceded him.

The Erwitt books, produced in a limited edition of 2,030, come with one of 58 signed and numbered prints, each of them matched to handmade glass flask of rare and previously unavailable single cask malt whisky from The Macallan. The 2,030 limited edition books are broken into 58 smaller editions of 35; each set of prints is paired with its own specially chosen whisky, and only 320 of the books are available in the US market for $1500 (those interested should email The Macallan through the “Masters of Photography” website.)

Each limited edition book comes with a print and a flask of rare whisky.

Each limited edition book comes with a print and a flask of rare whisky.

The whisky makers launched “Masters of Photography” because their Director of Malts, Ken Grier, is a lifetime photography fan, and because photography carries a wide appeal. “Photography to me is incredibly beautiful, very collectible, it’s extraordinarily upscale, it’s contemporary, it’s dynamic. It’s also quite democratic,” Grier told PDN in 2011 for an article about a previous iteration of “Masters,” which featured work by Albert Watson. “Everybody around the world can appreciate a great photograph.”

Photobook enthusiasts always appreciate when a book’s design reflects a careful attention to the subject matter. Erwitt’s book does that beautifully. And as he quipped during an event announcing the book earlier this fall in New York City: “In case you don’t like the book, you will certainly like the Whisky.”

Related: I’m With The Photographer: Why Luxury Brands Tout High-Profile Photographers (For PDN subscribers only)



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