The Old City-based outfit doesn't just mix flavors—it mixes old-fashioned authenticity with 21st-century product savvy.
“Integrity is also a luxury,” Grasse suggests. Art in the Age products, he notes, are expensive because they cost a lot of money to make. “We should be comfortable spending money to make sure the craft is correct. People are willing to buy the story and go on a journey with you, if you’re being sincere. People are willing to go the extra length for something unusual.”
It’s not uncommon these days to view older ways of life as incompatible with the present. Technocrats sneer at how things used to be done as increasingly irrelevant to the digital age; meanwhile, others lament that society has lost some precious je ne sais quoi in our rush to the future. But for Grasse, Khosrovian and the people who work with them, those either/or perspectives aren’t just reductive but inconceivable. They prefer, rather, to carry their history with them into the future with each new bottle they create.
I’m not surprised, then, that when Grasse describes his ideal custome, it’s someone who does the same: “I want the bearded Civil War enthusiast to get Root, to fall in love with the story, and then bring it to his friends.”
Follow Art in the Age of Mechanical Reproduction’s blog at artintheage.com.
PW's Summer Guide 2014