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Cycling to the Distillery

Print
1984 (made)
Artist/Maker
TBWA (commissioned by)
Tute, George (artist)
Place of origin
Great Britain (made)

For a press campaign for the whisky distillery Glenmorangie, the advertising agency commissioned wood engravings after market research undertaken by Gliddon & Gliddon found that the technique invoked notions of tradition and craftsmanship. The campaign focussed on the work and pastimes of the men who worked at the Glenmorangie Distillery, so artist George Tute (born 1933) was sent to meet the individuals who worked there. A reproduction is at E.734-1994 and a colour proof is at E.735-1994.

Object details

Categories
Advertising
Prints
Images Online
Illustration
Object type
Print
TitleCycling to the Distillery (assigned by artist)
Materials and techniques
Wood engraving on paper
Ink
Paper
Wood Engraving
Brief description
Wood engraved proof of a press advertisement for Glenmorangie, designed by George Tute; British, 1984.
Physical description
Wood engraved proof of a press advertisement. It shows George MacKenzie, the mashman, on his way to the regular evening check of the mash. A reproduction is at E.734-1994 and a colour proof is at E.735-1994.
Dimensions
  • Sheet height: 30.8cm
  • Sheet width: 24.6cm
Production typeProof
Copy number
6/75
Marks and inscriptions
  • George Tute RE 1984 (Signed and dated in pencil)
  • Cycling to the Distillery 6/75 (Inscribed in pencil)
Gallery label
(1994)
George TUTE (born 1933)

Press advertisement and proof for Glenmorangie Whisky. 1991
Advertising agency TBWA Holmes Knight Ritchie
Colour offset lithograph and wood engraving
E.734, 735-1994

The following is an extract from the market research report carried
out for the agency:

The medium used for the illustrations in Glenmorangie advertising
was seen as an important consideration. Respondents were aware
that if any illustration looked cheap, shoddy, hurriedly executed or
too modern in style, these attributes would gradually rub off onto
the Glenmorangie brand itself... What a wood cut did suggest was:

- Age. Respondents saw it as an 'old' technique...

- Tradition. Respondents saw the wood cut as having a long and
honourable history: it was not craze or passing fancy.

- Craftsmanship. Making a woodcut was expected to be a difficult,
specialised art, learned and practiced over many years...
Respondents had little difficulty in recognising the work of a master
craftsman in this execution.

George Tute was sent up to Scotland to the distillery to meet the
individuals who worked there. The campaign focused on the
interests of these men. For example George Mackenzie, the
Mashman, is shown on his regular evening check of the mash.
Object history
Acquired in connection with the display A Fine Line - Commercial Wood Engraving in Britain, V&A, 10 October 1994 - 26 March 1995.
Subjects depicted
Bicycle
Man
Owl
Foliage
Trees
Summary
For a press campaign for the whisky distillery Glenmorangie, the advertising agency commissioned wood engravings after market research undertaken by Gliddon & Gliddon found that the technique invoked notions of tradition and craftsmanship. The campaign focussed on the work and pastimes of the men who worked at the Glenmorangie Distillery, so artist George Tute (born 1933) was sent to meet the individuals who worked there. A reproduction is at E.734-1994 and a colour proof is at E.735-1994.
Associated objects
Bibliographic reference
Tute, George. Approaches to Wood Engraving. MA Thesis, Royal College of Art,London, 1984.
Collection
Prints, Drawings & Paintings Collection
Accession number
E.735-1994

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Record createdNovember 18, 2008
Record URL
https://collections.vam.ac.uk/item/O172591/cycling-to-the-distillery-print-tute-george/
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