Independent Film Channel (IFC) and Bombay Sapphire teamed up to create a detailed story about quality, taking the iconic gin brand as the example of perfection. The website of the Channel now features a documentary film ‘The Culture of Quality. The Artisans,’ which helps viewers get a better insight into the wonderful world of real gin and learn a lot about how it’s made.

“Quality. It’s hard to define, but you know when you experience it. From seminal independent films to the burgeoning artisanal movement in food and cocktails, to the very best in handcrafted clothes and chocolate, quality is a force to be reckoned with and seldom understood,” is written on the header of the project’s page.

Master mixologist Tony Abu-Ganim is taking viewers on a tour visiting different places and is exploring the most interesting things related to the iconic drink such as vapor infusion, botanicals used for making the gin, different types of the drink and many more. He meets experts from a range of industries (they run their small perfume, designer, chocolate, etc. boutiques), talks about the artisanal renaissance and discusses what ‘quality’ means for them. The brand and IFC also created eleven 1-minute episodes, which mirror the mood and develop the themes touched on in the 30-minute film and are also are dedicated to quality and the art of driving everything to the highest level.

The hub also features a timeline with videos from the project and photos, which go along with short descriptions. To celebrate quality in the film industry, with this new project Bombay Sapphire and IFC pays tribute to 10 renowned filmmakers including Brian DePalma, Quentin Tarantino, Robert Rodriguez, Guillermo Del Toro and many others by adding a “The Director as Artisan” section, in which iconic films are reviewed. As part of the ‘Origins’ campaign, the Channel also broadcasts iconic movies every Saturday—this week, on December 11, they will be showing ‘The Crying Game.’