Avre Friday Briefing #64
Batch No. 3 — Shipping from Monday
The first orders from Batch No. 3 — the U.S. Navy Shawl Collar Denim Shirt will be on their way from Monday. We were at the logistics provider today showing them exactly how we wanted the garments wrapped and packed. We've spoken before about how much we care about the unboxing process, so imparting this onto a 3rd party is a bit nerve-wracking. We needn't have worried though, turns out they're absolute experts in consigning luxury goods, so we (and you) are in very safe hands. We hope you enjoy your parcels when they arrive next week.
Al in Beat Magazine
This week, Beat Magazine caught up with Al Murray for a wide-ranging interview covering history, whisky, music and the enduring legacy of Operation Chariot, the St Nazaire Raid. Al spoke about why this extraordinary Second World War operation was chosen as the inspiration for our limited-edition Scotch whisky, describing the raid as one of those moments of “pure drama” and “extraordinary endeavour”.
The whisky itself has been created as a true collector’s piece, with only 265 bottles produced — one for every Commando involved in the raid. Every detail has been designed to echo the period, from the 1940s-style bottle to the label inspired by original wartime orders, and the tissue wrapping based on aerial photography of St Nazaire taken the day after the attack. As Al says in the interview, it is quite something to connect a whisky with an event as remarkable as Operation Chariot.
The conversation also moves into Al’s own family history, including his grandfather’s experience at Dunkirk, as well as his lifelong love of music, from Genesis and King Crimson to his own bands, drumming and recording with his daughter Willow. He also shares thoughts on the state of Britain’s armed forces today and what is next for The Pub Landlord. The full interview is now available to watch, and there are still a small number of bottles available for those who want to own this unique tribute.
Chalke Valley History Festival — 22nd to 28th June — Batch No. 2 Restock
We'll be at Chalke Valley this year and we're bringing kit. Expect limited stock of Batch No. 2 — the 1941 British Denim Smock and the Batch No. 3 Denim Shirt, plus a few bottles of VAT #01.
We'll also be on hand to take measurements for Batch No. 4 — the 1940 Pattern Battledress Blouse — for anyone who'd prefer to be measured in person.
And if you'd like to pre-order any item and collect it at the festival, we'll throw in a free day ticket. Drop us a line at hello@avreind.com to arrange it.
