Pernod Ricard’s illustrators in residence 2024 explore the global cultural nuances of sharing a tipple

Doesn’t the act of sharing a drink feel like a ritual as old as time? It’s the one thing sure to connect us, fostering warmth among friends, and even strangers. The choice of tipple – whether it’s the warmth of whisky, the pensive notes of wine, or the crispness of vodka – always seems to reveal something about a person’s character; like the joviality that seems to follow all rum drinkers. But have you ever wondered how the essence of connection takes shape for the brands and production teams behind your favourite drinks, and the varied cultures that enjoy them worldwide?

Founded in 1975 in Paris, Pernod Ricard operates a portfolio of over 240 premium brands, including 17 of the world’s most popular spirits, from Absolut vodka to Malibu rum and Beefeater gin. Reaching across 160 countries, from Malaysia to the Dominican Republic, it holds a global presence rooted in its broad cultural influence. To further share its mission as “créateurs de convivialité” (creators of togetherness), Pernod Ricard launched an artist residency in 2022 in partnership with École des Arts Décoratifs, inviting three artists to create illustrated responses to the work and communities engaging with its drinks.

Now in its second year, the residency returns to India, Mexico, and France with artists Mathilde Leroy, Thomas Trichet, and Salomé Perez at the helm. Together, they delve into the landscapes, people, craft, and Pernod Ricard’s culture of togetherness, creating pieces that capture the essence of these cultures.

When Mathilde saw the residency’s open call, she was immediately drawn to India for its promise of discovery. “It’s a country I knew little about, except through echoes from friends or images online,” she tells us. Keen to experience the “effervescence and ultra-sensation” of India’s landscapes, Mathilde brought her sketchbook and camera everywhere, capturing everything from crowded streets to quiet scenes. “In this country, all the senses are stimulated, and that became a driver for me,” she says.

Mathilde’s studies at École des Arts Décoratifs and is focused on print, using vivid, saturated colours. Her illustrations of India reflect this, layering neon tones and photographic references to create scenes that feel like orchestrated dances. Bar staff don’t just serve drinks; they sway with shakers in hand, embodying the artistry of hospitality. In these vibrant depictions, Mathilde transcends the ordinary, showcasing the joy and rhythm of the spaces and people.

“The challenge was capturing fragments and scenes that aligned with Pernod Ricard’s DNA, while translating the energy of Indian culture,” she says. From close-ups of hands holding glasses, to women taking selfies outside the Taj Mahal, her work hints at a cultural exchange between Pernod Ricard and the communities it touches. This residency, she adds, offered an invaluable space for experimentation: “I couldn’t think of a better country to push my approach to ultra-saturated images. It has given me new creative possibilities that will inspire me for years to come.”

For Salomé, growing up in Paris meant an intimate connection to French culture, but the residency allowed her to revisit her roots with fresh eyes. “The landscape of Provence, with its endemic plants, blue shadows, and dialect is embedded in me,” she says. Yet, she was eager to explore how Pernod Ricard’s French locations intertwine tradition with modernity. This took her from the renowned Champagne houses of Perrier-Jouët to quieter village settings, where each space revealed unique facets of French craftsmanship and culture.

“In my practice, I want my images to go beyond the visual,” Salomé explains. Her illustrations show hands pouring drinks, crafting with precision, and interacting in ways reminiscent of Renaissance depictions of craftsmanship. In some scenes, she abstracts faces to focus on the movement of hands and tools, lending an immediacy to each moment. “I wanted to show the choreography of Pernod Ricard’s spaces,” she says, “balancing heritage with a desire for dynamism.”

For Salomé, Pernod Ricard’s mission of conviviality resonated deeply. “Seeing the brand ambassadors’ enthusiasm and the bonds they formed around their work was inspiring,” she shares. Her illustrations incorporate these experiences, using layered effects to connect people with landscapes and objects, allowing viewer and scene to merge. “I wanted to avoid creating distance. Each scene shows the characters together in everyday exchanges, embodying Pernod Ricard’s spirit.”

Through their residencies, Mathilde, Thomas, and Salomé have not only immersed themselves in new cultural landscapes but transformed their artistic practices in the process, being granted the space to push boundaries, drawing inspiration from diverse traditions and environments. One embraced sensory overload, another explored the rhythms of shared labour and leisure, and the last engaged with the interplay of heritage and modernity. In doing so, they’ve illuminated how the act of gathering, crafting, and sharing a drink takes on countless forms across cultures – each defined by its subtleties, yet united by the same universal drive to connect.