A French scotch? You read that right. Let me explain.

The French drink more scotch whiskey than any other nation in the world. You could say no one appreciates it more than them. So why shouldn’t the French have their own unique expression of malt-whisky, born from their incredible palette and passion for all things epicurean.

The Alfred Giraud brand came from a family history of cognac: casking, blending, and balancing. The cognac process harmonizes and ages dozens of wine varieties into a single expression. This continued for four generations, until Philippe Giraud, following his passion for scotch whiskey, studied Scotch in Scotland. Over a fateful dinner Philippe convinced the older generation that the future of the family lies in creating a unique French expression of malt whiskey. Thus was born Alfred Giraud French Malt Whisky.

How to market essentially a French Scotch was a tantalizing puzzle. The heart of the brand is born of contradictions: traditionally different. There’s a tension in these words that reflect the family tradition creating something entirely new. Essentially this was our brief.

Add that this an upscale brand and luxury item, and France is one of the preeminent style leaders of the world—that’s a lot to live up to.

After many rounds we landed on “For Seekers of Balance” as the heart of Giraud.

“For Seekers of Balance” speaks to Giraud’s restless pursuit of perfection, and how they balance cognac history with modern innovation to create a new luxury malt whisky. But it’s also about the whisky gourmand’s search for balance in everything from whisky experience to every aspect of life.