Alhambra beers He turns 100 years old and to celebrate it has created a new flamenco stick – name given to styles within this type of music -, together with some of the most recognized artists of this artistic expression. The idea of the Chinese creative agency, part of Llyc, is a Tribute to culture and paused lifestyle of Granadathe city where the brand was founded.
The brand plasma the way of living without hurry of the Granada in a piece that resonates with its philosophy
With those ingredients born “Sosegá, the stick without hurry”a song that arises from a reflexive look at Granada, and that exposes the contemplative conception of time as a Shared value between the brand and the city itself.
Time, he explains in a statement, is essential to make his beers, as is in flamenco to identify each style and express emotions.
Thus, Alhambra beers has brought together outstanding figures of the genre to crack the composition; to the singer -songwriters Carmen Linares, Archangel, Kiki Morente, Sandra Carrasco, Antonio Cortés, Juan Carmona, Saúl Quirós, David de Jacoba, and Gema and Samara Carrasco; to guitarists Diego del Morao and Dani de Morón, to Bailaor José Maya; and to the percussionist Ané Carrasco. All under the direction of the composer and producer Javier Limón.
The result, already available in Spotify, It is a subject of almost nine minutes that incorporates unpublished ideas in flamenco. For example, TL and as the brand points in its statement, unlike the rest of the sticks, it does not incorporate auction, the rhythmic closure that identifies the end of a phrase.
“In the genre there are many sticks, but we wanted to make one, from humility, inspired by the way of living in Granada, a stick with that feeling without hurry“Affirms Silvia Pozo, global director of the Alhambra beer brand, in the statement.”For us it is a pride to be able to present this initiative, by the hand of Javier Limón and so many artists, that we hope it is a real gift to culture“
Gabri Fernández, creative director of China, points out, on the other hand, that “When parts of a brand territory as well defined as Alhambra’s, you can afford to explore totally different ways to tell. Like a flamenco stick, why not“. It also ensures that the centenary has raised a perfect opportunity to look at Granada as the origin of the brand, but also of flamenco itself.
Alhambra beers: Granada and culture
“Sosegá” is an innovative theme for both ways and for being the first in be inspired by the rhythm of Granada. “In addition, it is the first time in which such a broad and diverse group of artists from different generations and backgrounds create a stick together ”says Limón. “From here, everything is done from humility. Now is the flamenco culture that has to host and incorporate it to end“
Alhambra beers has launched, on the other hand, a Documentary with Production of Little Spainin which he details the process of creating the subject. The almost 20 minutes video resorts to evocative plans of Sierra Nevada and the city; It offers an intimate perspective of artists and claims the leisurely vision of life.
The brand presented it last Wednesday at an event held at the Callao Cinemas in Madrid, with the assistance of the musicians involved in the initiative.
“Sosegá” is also available on the brand’s website. Here, next to the song, Alhambra beers offers video pills extracted from the documentary, which toHondan in each phase of the creative process: The stick, the tempo, the dance, the together, the dialogue and the apotheosis. After all this is born “A unique creation, which inspires us to live without hurry, a gift to culture”, Indicate on the site.
The brand connects the initiative with the product, specifically with Alhambra Reserva 1925and affects his philosophy of leisurely lifestyle. He does it under the phrase “A creation made without hurry inspires another”, In reference to its elaboration methods with slow fermentation and its ingredients obtained in a responsible manner.
“Sosegá” has also been activated on social networks, where the brand claims the values of the campaign in different content, and dedicates space to explain some terms of flamenco Like Jondo, stick or jaleo.
On the other hand, he announces the experience “Alhambra capsule”an event that will take 14 cities in Spain, to narrate their philosophy of living without haste through history and culture. In this experience that will condense 100 years in 100 seconds “Through the five senses”, The brand will draw A weekend in Granada for two.
Alhambra beers ensures that “Soleá” is only the beginning of a broader and larger action. In this way, it will seek that the subject will last over time, inviting other artists from other genres to reinterpret their rhythm.
More info: Alhambra beers
