Gastropod

SELLING drinks has come a long way since Lucozade aided recovery. Last week saw the launch of a new Guinness commercial, latest in a string of superleague adverts boasting the ambition of a Hollywood movie. Guinness, starring the black-clad body and white head of Rutger Hauer, a whale and some serious special effects, was directed by Hugh Chariots of Fire Hudson. Coming in July to a magazine near you is the Sol beer campaign, being shot in Los Angeles and directed by photographer Herb Ritts. Following that out of the studios in August will be Alan The Commitments Parker's ads for Murphy's Irish Stout.

And showing until Monday, in the fifth-floor food market of Harvey Nichols in Knightsbridge, is the latest marketing campaign from Holsten. The lager firm asked chefs of some of the best London restaurants to use foodstuffs to create works of art 'in dedication to all things delicious' and awarded trophies in the form of gold plastic beer bottles for their efforts.

Patrick Woodside of La Semillante in Mayfair (Best Costume Design) and Bruno Loubet of The Four Seasons (Best Actress) both used the skills of the patissier to dress manikins in clothes spun from sugar.

Stephen Terry of The Canteen (Best Picture) painted a picture entitled 'A Cold Beer on a Hot Day' on a canvas encrusted with pasta, and Gary Rhodes of the Greenhouse (Best Art Direction) arranged the ingredients of his famous bread and butter pudding into a magnificent display tended by two flowerpot men.

The most radical exhibit was 'Yellow Lunch', a video installation by Rose Gray and Ruth Rogers of the River Cafe, which is housed in the offices of Richard Rogers's architectural practice. For this, the restaurant was filled with tons of polenta, more and more being shovelled on to the mountain as lunchtime progressed until it flowed out through the doors, leaving a baby playing in it as if it were in a sandpit.

The exhibition will be taken down on Monday, but vistors to Harvey Nichols's foodmarket should keep an eye out for the postcards depicting these wondrous works, which will be available free while stocks last.

THE ALTERNATIVE approach to beer marketing is taken by August, brewed in Moscow and named to commemorate the democratic revolution of 1991, which is being promoted on a shoestring.

The advertising campaign consists of posters featuring a plain product-shot with the slogan, 'Buy our beer. We need your money'. The beer itself tasted rather undistinguished when originally launched. Now August says it has brewed a superior version which will be introduced to the UK shortly, supported by cinema ads which are currently being shot on location in Russia.

MERCY FENTON, who works in the kitchen at Morel's restaurant in Haslemere, Surrey, made history last week when she became the first woman to win the title Young Chef Of The Year. This is the ninth year of the competition, which is organised by the Restaurateurs' Association and which seeks to dicover the culinary stars of the future. Previous winners include David Cavalier of L'Escargot and Roger Narbutt of the Dorchester. Ms Fenton's co-winner was Sion Parry of the Ritz, who won the Young Waiter of the Year title.

AFTER collecting his award, Sion Parry returned to the Ritz, where he was met by a clutch of chefs newly endowed with Michelin stars. Much of the gossip centred on the tall, dark and handsome figure of Jean-Christophe Novelli, chef at Provence in Lymington, Hampshire.

Rumour has it that Mr Novelli has decided to leave Provence and will soon move to London. He was tight-lipped on the subject, but the Gastropod has a hunch that the premises of Gavvers in Lower Sloane Street, where the Roux brothers first made their name, will have a talented new tenant before the end of June.

AT THE International Association of Culinary Professionals' 15th annual conference in the US recently, Henrietta Green was named as winner of the Julia Child Cookbook Award, which is an exemplary demonstration of how to sell British style to gullible Yanks.

Over here, the book in question is titled Henrietta Green's New Country Kitchen and has been generally ignored. In the States it has been retitled A Glorious Harvest: Robust Recipes From The Dairy, Pasture, Orchard and Sea, has sold by the truckload and now received the most prestigious award for foodwriting in America.

The veteran food writer, Elisabeth Lambert Ortiz, is another Englishwoman who has picked up a prize in the reference category of the Julia Child awards for her mighty tome, The Encyclopedia Of Herbs, Spices and Flavourings (Dorling Kindersley, pounds 19.99). Perhaps this will provide some consolation for the writer, who is convalescing from on operation on her knees. The Gastropod wishes Elisabeth Lambert Ortiz well.

(Photograph omitted)

Travel
travel
Arts and Entertainment
The cast of The Big Bang Theory in a still from the show
tvBig Bang Theory filming delayed by contract dispute over actors' pay
Sport
England celebrate a wicket for Moeen Ali
sportMoeen Ali stars with five wickets as Cook's men level India series
News
Morrissey pictured in 2013
people
PROMOTED VIDEO
Life and Style
ebookA wonderful selection of salads, starters and mains featuring venison, grouse and other game
Voices
A family sit and enjoy a quiet train journey
voicesForcing us to overhear dull phone conversations is an offensive act, says Simon Kelner
News
peopleGuitarist, who played with Aerosmith, Lou Reed and Alice Cooper among others, was 71
Travel
travel
News
Robyn Lawley
people
News
people
News
i100  ... he was into holy war way before it was on trend
Arts and Entertainment
High-flyer: Chris Pratt in 'Guardians of the Galaxy'
filmThe film is surprisingly witty, but could do with taking itself more seriously, says Geoffrey Macnab
News
people
Life and Style
food + drinkVegetarians enjoy food as much as anyone else, writes Susan Elkin
Life and Style
lifeDon't get caught up on climaxing
Life and Style
tech
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Sales and Office Administrator – Sports Media

    £23,000: Sauce Recruitment: A global leader in sports and entertainment is now...

    C++ Software Engineer - Hounslow, West London - C++ - to £60K +

    £40000 - £60000 per annum + Pension, Healthcare : Deerfoot IT Resources Limite...

    VB.NET and C# developer (VB.NET,C#,ASP.NET)

    £30000 - £45000 per annum + Bonus+Benefits+Package: Harrington Starr: VB.NET a...

    Visitor Experience volunteer

    Unpaid voluntary role: Old Royal Naval College: To assist the Visitor Experien...

    Day In a Page

    Save the tiger: The day America’s love of backyard tigers led to a horrific bloodbath

    The day America’s love of backyard tigers led to a horrific bloodbath

    With only six per cent of the US population of these amazing big cats held in zoos, the Zanesville incident in 2011 was inevitable
    Samuel Beckett's biographer reveals secrets of the writer's time as a French Resistance spy

    How Samuel Beckett became a French Resistance spy

    As this year's Samuel Beckett festival opens in Enniskillen, James Knowlson, recalls how the Irish writer risked his life for liberty and narrowly escaped capture by the Gestapo
    We will remember them: relatives still honour those who fought in the Great War

    We will remember them

    Relatives still honour those who fought in the Great War
    Star Wars Episode VII is being shot on film - and now Kodak is launching a last-ditch bid to keep celluloid alive

    Kodak's last-ditch bid to keep celluloid alive

    Director J J Abrams and a few digital refuseniks shoot movies on film. Simon Usborne wonders what the fuss is about
    Once stilted and melodramatic, Hollywood is giving acting in video games a makeover

    Acting in video games gets a makeover

    David Crookes meets two of the genre's most popular voices
    Could our smartphones soon be diagnosing diseases via Health Kit and Google Fit?

    Could smartphones soon be diagnosing diseases?

    Health Kit and Google Fit have been described as "the beginning of a health revolution"
    Ryanair has turned on the 'charm offensive' but can we learn to love the cut-price carrier again?

    Can we learn to love Ryanair again?

    Four recent travellers give their verdicts on the carrier's improved customer service
    Billionaire founder of Spanx launches range of jeans that offers

    Spanx launches range of jeans

    The jeans come in two styles, multiple cuts and three washes and will go on sale in the UK in October
    10 best over-ear headphones

    Aural pleasure: 10 best over-ear headphones

    Listen to your favourite tracks with this selection, offering everything from lambskin earmuffs to stainless steel
    Commonwealth Games 2014: David Millar ready to serve up gold for his beloved Scotland in the end

    Commonwealth Games

    David Millar ready to serve up gold for his beloved Scotland in the end
    UCI Mountain Bike World Cup 2014: Downhill all the way to the top for the Atherton siblings

    UCI Mountain Bike World Cup

    Downhill all the way to the top for the Atherton siblings
    Save the tiger: The animals bred for bones on China’s tiger farms

    The animals bred for bones on China’s tiger farms

    The big cats kept in captivity to perform for paying audiences and then, when dead, their bodies used to fortify wine
    A former custard factory, a Midlands bog and a Leeds cemetery all included in top 50 hidden spots in the UK

    A former custard factory, a Midlands bog and a Leeds cemetery

    Introducing the top 50 hidden spots in Britain
    Ebola epidemic: Plagued by fear

    Ebola epidemic: Plagued by fear

    How a disease that has claimed fewer than 2,000 victims in its history has earned a place in the darkest corner of the public's imagination
    Chris Pratt: From 'Parks and Recreation' to 'Guardians of the Galaxy'

    From 'Parks and Recreation' to 'Guardians of the Galaxy'

    He was homeless in Hawaii when he got his big break. Now the comic actor Chris Pratt is Hollywood's new favourite action star