Oude Meester reveals a New Master
Wednesday, 7 September, 2011
Oude Meester
Distinguished brandy Oude Meester announces a New Master, while raising a glass to the old.
“To be remembered, either write something worth reading or do something worth writing.” This is a maxim which can certainly be applied to Oude Meester.
Since 1948, this fine brandy has earned international acclaim for its masterful blend of tradition and innovation by never resting on its laurels and has, as a result, fast become a favourite among the movers and shakers of the world.
The opening quote can be traced back to American founding father, inventor, businessman, musician, scientist and master of words Benjamin Franklin, whose face is displayed on every bottle of Oude Meester.
The way in which Franklin lived his life represents precisely what Oude Meester is all about – the refusal to accept second best and the desire to become a master in every environment.
At a time when the average person would rarely travel more than 20 kilometres from their home village, Franklin made eight Atlantic crossings, visited ten countries, negotiated treaties with Great Britain and France, was awarded honorary degrees for his work in the field of science, signed the Declaration of Independence, ran several successful businesses and had something of a reputation for being popular with the fairer sex.
Despite his success, Franklin never forgot his humble beginnings and always inspired others to work hard and pursue their dreams. All things considered, he is truly the epitome of an ‘Old Master’.
Casting a glance towards the future, Oude Meester has announced a ‘New Master’ – a man who embodies the hard-working spirit and unending dedication that Franklin represents. This man is renowned actor and musician Jamie Foxx.
In just a few years, Foxx has achieved more than many people achieve in their lifetimes. He won a ‘Best Actor’ Oscar Award for his depiction of Ray Charles in the motion picture film ‘Ray’, and his work includes credits in blockbusters such as ‘Any Given Sunday’ and ‘Law Abiding Citizen’.
Foxx was the first African-American actor - and only the second man in history - to be nominated for two Oscars in the same year for two different movies. He has also won Golden Globe, Critic’s Choice and Grammy Awards for his contribution to film and music.
For the first time, Foxx will be appearing in an advertising campaign in which Oude Meester’s ‘New Master’ will raise a glass to the original ‘Old Master’, Benjamin Franklin.
In doing so, Foxx will acknowledge everything that Franklin achieved in his life, while reflecting on what he - and indeed, all Oude Meester drinkers - can achieve in theirs.
Central to this is a contemporary new look for Oude Meester, which will resonate with today’s ‘New Masters’ while ensuring that this well-loved brandy still delivers the same enchanting drinking experience it always has.
Whether you’re enjoying the double-distilled taste of Oude Meester V.S.O.B, the diamond jubilee Oude Meester Demant, the twelve-year Oude Meester Reserve or the purest eighteen-year Oude Meester Souverein, let’s join in raising a glass to the masters, new and old!