Nao Spirits, the maker of Greater Than gin, has honoured the gin revolution of yesteryears, and decided to change a glitch in history – British artist William Hogarth’s etching and engraving from 1751, titled ‘Gin Lane’.
Part reality, part propaganda, this misleading piece of art was created at a time when gin was the most popular drink of choice in London. Brimming with death, disease, and disgust, ‘Gin Lane’ aimed to point out the evils of gin drinking, becoming iconic in no time.
More than 270 years later, with gin once again rising as the popular choice around the world, Nao Spirits wanted to take a shot at reimagining ‘Gin Lane’ through fresh eyes.
Aparajita Ninan, Co-Founder and Creative Head for Nao Spirits said: “We’re a young brand with big plans of leading the way for gin into the future, in India and around the world. We always say, Greater Than is the ‘people’s Gin’, an equalizer that brings together all ages, genders, cultures, and communities.”
She brought together five of India’s best contemporary artists to help Nao Spirits redefine gin by re-addressing the most iconic work in the history of the spirit.
No Street For Hate, by Bob & Bobby.
Mehfil, by Jasjyot Singh Hans.
Ginolem, by Priya Kurian.
Priyesh Trivedi, Priya Kuriyan, Shweta Sharma, Jasjyot Singh Hans, Saswata and Susruta Mukherjee (Bob & Bobby) have created their unique, modern interpretations of ‘Gin Lane’ while following the basic structure Hogarth had created – something that has never been done before, Aparajita added.
The original artworks were revealed at a unique experience curated by Greater Than in July 2022 at STIR, Delhi. The evening hosted art, artists, chatter, and gin, of course, with specially curated cocktails based on each artwork.
The Alley, by Priyesh Trivedi.
A Land Which Is Greater Than, by Shweta Sharma.
Limited edition prints (16.5x23.4 inches) of the five masterpieces, signed by the artists, are now up for sale, with a portion of sales going back to the artists themselves. These prints on ivory matte paper can be purchased online at https://greater-than-gin.myshopify.com/collections/all.