Q&A: Vadim Grigoryan and Robert Wilson, founders of X MUSE

Harking from Baku, Vadim Grigoryan and Scot, Robert Wilson met serendipitously, leading to the creation of a clear, notably flavoursome spirit called X MUSE, crafted using a pioneering blend of Scottish-sown heritage barley and notably pure water drawn from an ancient aquifer which has traditionally been deployed in the preparation of internationally distributed homeopathic medicines…

What are your backgrounds?

Vadim: I studied robotics and rocket science, subsequently pursuing a management post-grad at INSEAD Business School, Fontainebleau, where I today lecture on applying art thinking to business and marketing. Finding more camaraderie and creativity in the world of drinks than science, I joined Pernod Ricard as marketing director for Eastern Europe in 2003, ascending to the role of Global Marketing Director of Creativity and Luxury, thoughtfully repositioning premium brands such as Royal Salute, Martell and Perrier-Jouët. I was also instrumental in pivoting Absolut’s return to the art world after an absence of over a decade – arranging collaborations with the prestigious dOcumenta’13, Art Basel, and the Venice Biennale. As it happens, for this year’s Biennale in November, we are presenting a new cocktail for X MUSE conceived with bartender, Sebastien Gans. “Magical Tales” is inspired by the work of British-Mexican surrealist artist, Leonora Carrington.

Robert: I co-own Nelsons with my brother, Patrick, the UK’s largest natural medicine manufacturer of homeopathic preparations, which is behind familiar brands such as Rescue Remedy and Arnicare. In 2007, along with my wife, Nicky, I co-founded Jupiter Artland Foundation, opening the contemporary sculpture park and gallery on the Bonnington Estate two years later. This houses large-scale works commissioned from leading artists including Antony Gormley, Marc Quinn, Anish Kapoor, Dame Phyllida Barlow and Cornelia Parker. I am also Chair of Creative Scotland and have, over the years, served on the boards of several arts organisations including Chair of Edinburgh Art Festival, Trustee of Little Sparta Trust, Trustee of the Royal Botanical Gardens Edinburgh, Trustee of the Dovecot Studios and Chair of the Arts Working Group, Inverleith House.

How did you meet? 

Vadim: I met Nicky and Robert at a Royal Salute media event which I held at Jupiter Artland, later having dinner with Robert. On both occasions, it was very much a meeting of minds over our shared passion for philosophy, alchemy, the spirit of creativity – and of course, spirits themselves. 

Robert: During that fateful dinner, I mentioned to Vadim that I was looking for another use for the precious water source from our ancient aquifer at Jupiter Artland, which inspired American cultural theorist and landscape designer Charles Jencks to create the sculptural work, “Cells of Life”. These eight site-specific landforms form the park’s utopian centrepiece. Sealed with a white wax dip, and realised by designer, Stranger & Stranger, the shape of X MUSE’s exquisite bottle was inspired by the curvaceous lines of the sculpture which frames the aquifer from which the spring water for our vodka is drawn. It echoes the ridges and gentle sweeping lines of Jencks’ artwork.

Vadim: While I had long harboured a desire to create a brand that would be both culturally enriching and respectful of its ingredients, I pointed out to Robert that most spirits comprise 60% water. It was a moment of serendipity to use the pure water from Jupiter Artland, and as a result, the idea of fusing a luxury vodka brand with art, and art practice, at its core was born. 

What is the story behind the name, X MUSE? 

Robert: It derives from an artwork by Scottish poet, artist, and gardener, Ian Hamilton Finlay. His sculpture, X MUSE, at Jupiter Artland depicts the head of Sappho, the Greek lyrical poet whose extraordinary creative gifts led Plato to dub her the “tenth muse”. Since there are only nine Muses in ancient Greek mythology, the tenth muse is a muse which is not known, hence, it represents the unseen. This has shaped our brand’s credo, “more is hid than uttered” which is embossed in Latin (Plura Latent, Quam Patent) on every bottle. 

Why do you use a blend of Maris Otter and Plumage Archer barley, and where is this grown?

Vadim: We wanted to go as deep as possible in pursuing the attention to detail in our craft process. Contrary to industry “leaders” who might celebrate high yield in their choice of grain, we wanted to prove that vodka can be anything but insipid, hence we sought to become the first vodka producer to blend different varieties of Scottish-grown, Scottish-distilled barley known for their flavoursome attributes. In collaboration with Heriot-Watt University, our three-year quest resulted in the choice of Maris Otter and Plumage Archer barley which are distilled in Scotland separately, then precisely combined in pursuit of complexity and smoothness. 

How do you cut the alcohol?

Robert: We temper the blend with water drawn from the Jupiter Artland aquifer. As an additional step, a small amount of “Magic Drops” are added to the alchemical process. These encapsulate water which has been “energised” in a glass vortex, then rested on amethyst crystals as a homage to British artist Anya Gallaccio’s amethyst grotto – also on view at the Jupiter Artland estate.

How should we approach X MUSE?

Vadim: It may be sipped and savoured straight or chilled, on the rocks, or as an inspirational starting point for both classic and creative cocktails.

What are your key markets presently, and aims for the future?

Vadim: We are focusing on our home market, but as we grow, we hope to expand across Europe, the USA and beyond. There might be potential to explore other avenues of flavour in the future. 

Robert:. The plan, long-term, is to build a distillery at Jupiter Artland.

Finally, does the use of “energised” water in the vodka help prevent hangovers?

Robert: That all depends on how much you drink! 

(£55 per 70cl, xmusevodka.com)