Keegan McGregor

Inspired by the Nolet Family's commitment to create enduring change in the hospitality community, I have created The Urban Orchard Project: a program to beautify local spaces - specifically bars and restaurants - by empowering local artists to create new, dynamic pieces of mural art. This provides a connecting point for these businesses with their city and neighbours and further weaves them into the fabric of the community. The value of art within our communities cannot be overstated: more than just creating a physically beautiful space, public art has the effect of creating pride in the community, lowering crime rates, increasing property value, and building safer spaces for those who call the area home. Aligning myself with Ketel One and the Nolet Family, I can continue my work across Canada and expand this project to communities worldwide. Much like the Nolet Family's commitment to the community both in Schiedam and globally over the last 330-plus years, this project will positively impact people for years to come.

This initiative works to fund itself through the sales of my cocktail, Harmony in Hues, in bars and restaurants throughout the targeted community. The cocktail is an approachable, refreshing Ketel One Highball that uses the crisp, citrusy tones of the vodka to highlight sustainably sourced pear, orchard brine, and electrolyte soda, served either in a kegged or canned format for scalability. Bars and restaurants selling this cocktail provide a portion of the sales of this drink to fund the art project but also work to promote the program and the artist by providing a coaster with information on the project and a QR code connected to the website explaining how to become involved.

The Urban Orchard Project has already funded and promoted two public murals in Canada. Beginning in Halifax, the first mural has already been completed on an otherwise unused wall in a local complex that is home to three different bars. Secondly, plans have been finalized for a mural in Calgary, where I have worked with the BUMP Mural festival to highlight a local artist from the queer community. These murals showcase beautiful designs brought to life by diverse artistic voices while also incorporating subtle, beautiful branding for Ketel One.

Further discussions have already begun for Montreal and Vancouver, where established mural festivals have proven to be very receptive to partnership with the project. Moving forward, after doing a bit of research, it's become clear that most major markets already have established mural festivals that are looking for partnerships, which, with the support of Ketel One, the Urban Orchard Project is happy to supply.

Art sparks the imagination: it creates a sense of community, a shared experience, and a connecting point between all within a neighborhood. It is a powerful tool for making cities more vibrant and engaging while creating beautiful places to live. With the help of Ketel One, the Urban Orchard Project will truly make a change through art for years to come.

Harmony in Hues

1 1/2oz Ketel One Family Made Vodka
Top with Orchard Soda

Glass: Collins
Garnish: Blueberry Dust

Orchard Soda:
450g Pear Cordial
12.3ml Orchard Brine
1.2L Electrolyte Water
1ml Orange Blossom Water
Force Carbonate at 46 PSI 3 times within 15 minute increments.

Pear Cordial:
500g Clarified Pear
250g White Sugar
10g Citric Acid
5g Malic Acid

Orchard Brine:
120g Thinly sliced Bosch Pears
120g Thinly sliced Granny Smith apples
66g white sugar
33g kosher salt
1 tbsp white wine vinegar
Freeze / thaw 3 times
Add 50g hot water, mix to dissolve and strain.

Electrolyte Water:
4L Distilled Water
Add 40g Electrolyte solution

Electrolyte Solution:
1L Distilled Water
1.5g Magnesium Chloride
1g Sodium Bicarbonate
1g Calcium Chloride

Blueberry Powder:
Toss a pint of blueberries in Pectin Enzyme to coat and dehydrate for 24+ hours until dried.
Blitz in vitamix once dried to form powder.
Add a pinch of arrowroot powder and dehydrate again for 24 hours.
Blitz a final time, put in shaker.