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Albion Racing Club spiced malt launches first film: 'Méribel or Bust'.

Published:  09 May, 2014

The Albion Racing Club, a British spiced malt launched in March 2014, has brought back memories of Terry Thomas and Tony Curtis and the iconic film, Monte Carlo or Bust, with the premiere of its first hour long film in London this week, which centres around the Club's inaugural race, 'The Alpine Run 2014: Méribel or Bust'.

The inaugural race was held from March 21-24 2014 to coincide with the launch of the UK brand in the UK and was a collection of vehicles including vintage Land Rovers and a Tiger Moth racing from the ARC's Cambridgshire Distillery to Méribel ski village in France. The film showcases all the trials and debacles the motley crew encounter on the way. The feature was produced and filmed by the Little Mountain production company.


Albion Racing Club inaugural 2014 race: Méribel or Bust

ARC encourages fellow adventures to participate in the races and to be a part of the brand. It is not about winning the race that matters, but the fun of taking part, stresses the founders of ARC.  "It's about just getting to the starting line, the style of how you race, doesn't matter wether you win or lose," said co-founder, Nick Pye.

Pye, along with his two other co-founders, Ben White and Justin Wright, have all worked for larger drinks companies in branding, product development and marketing and have over 30 years experience in the drinks trade.  Albion Racing Club originated in 2012, with idea of creating a brand that was inclusive of the end-consumer and will be driven and built by the targeted market.

"Our ARC brand behaves like a club for kindred spirits, offering the opportunity to participate in our unique calendar of events and race alongside like-minded individuals. We look forward to welcoming a new generation of whisky drinkers to the Albion Racing Club," said Wright.

Pye said anyone with a sense of adventure is welcome: " Albion Racing Club is all inclusive and anyone with sense of adventure can belong.  ARC is brand we want to be steered by how people take it and we are excited to see how they interpret it." The hope is that through consumer videos and photos the team will be able to make more branded films.

The co-founders focused on design, with a retro 19030s vintage bottle and several prints that are equally reminiscent of that period."We are small but very focused on our brand and we wanted a great design.  But we know that is long game. We want to establish Albion Spiced Malt as a recognised bar call. ARC is a totally new approach to brown spirits, targeting 28 year old plus men and women with a sense of adventure, challenging the conventions of the premium spirit category by making it a bit more exciting and energetic," added Wright.

Albion Racing Club did a pre-launch trial in Méribel for the 2013-2014 ski season with a pop up bar at the resort.

There will be a tasintg on June 14, 2014 at Fortnum & Mason's Picadilly store in London.