Greater Than's Greater Lane: Making Gin Look Great Again

In 1751, William Hogarth painted Gin in a terrible light with his print Gin Lane created in support of the Gin Act, an Act passed to reduce the uncontrolled production and sale of cheap Gin. Years after, five artists from India made it their mission to make Gin look great again in collaboration with the well-known Gin brand— Greater Than, curating the Greater Lane! Let's dive deep into the five illustrations and the artists behind the artworks that reimagine the way the world sees Gin.


A Walk Down Greater Than's Greater Lane:


GT x BOB&BOBBY- No Street For Hate

Greater Than, Greater Than Gin, Greater Lane by Greater Than, Greater Lane, Bob&Bobby
GT x BOB&BOBBY- No Street For Hate

Twin brothers Bob and Bobby curated this illustration to showcase a happy day for everyone who chose love over hate, equality over discrimination, and stood by their choices. The artwork paints a day when many are on the street celebrating a new beginning where they are free to choose who to love, what to eat, and how to live with their favourite drink— Greater Than Gin with glimpses of the prominent label shown in their artwork. Based out of Kolkata, Bob and Bobby are filmmakers and animators— besides being illustrators, having a passion for making art and stories.

No. of Prints available: 25 Limited Edition individually signed and numbered prints Archival Inks on Ivory Matte Paper

GT x JASJYOT- Mehfil

Greater Than, Greater Than Gin, Greater Lane by Greater Than, Greater Lane, Jasjyot
GT x JASJYOT- Mehfil

Jasjyot Singh Hans is a talented illustrator whose inspiration lies in an explosive neon mix of fashion, music and pop culture. Working around themes of body image, sexuality, and self-love, his artwork Mehfil is a reimagination of Hogarth's Gin Lane, replacing the chaotic aesthetic with one of calmness and the rigid structures with a clear, surreal and crystal landscape. The illustration showcases how time slows down when in an intimate gathering with friends— their cocktails clinking and laughter echoing. A colourful, clear and concise re-envision of the rather unpleasant print by Hogarth, Mehfil focuses on the novelty of the intimate moment.

No. of Prints available: 25 Limited Edition individually signed and numbered prints Archival Inks on Ivory Matte Paper

GT x PRIYA- Ginolem

Greater Than, Greater Than Gin, Greater Lane by Greater Than, Greater Lane,
GT x PRIYA- Ginolem

Award-winning Children's book writer-illustrator Priya Kuriyan reconceptualizes Hogarth's Gin Lane within a lush and bountiful landscape, inviting people on a journey filled with revelry, chance encounters, intimate conversations and innumerable possibilities. The Gin Lane in this illustration is drawn as a place of leisure and giddy pleasure, making you walk down a magical Ginolem loaded with experiences we missed in the last two years and a half! The artwork perfectly reflects Priya Kuriyan's chronic doodler and comic-maker characteristics.

No. of Prints available: 25 Limited Edition individually signed and numbered prints Archival Inks on Ivory Matte Paper

GT x PRIYESH- The Alley

Greater Than, Greater Than Gin, Greater Lane by Greater Than, Greater Lane, Priyesh Trivedi
GT x PRIYESH- The Alley

A self-trained Bombay-based visual artist, Priyesh Trivedi's work mainly revolves around nostalgia and subversion. His artwork The Alley is an imaginary space between Hogarth's Beer Street and Gin Lane, with subjects in skeletal forms to blur the class and socio-economic divide that separates Beer and Gin drinkers. The illustration is idyllic and free of any prejudices the original illustration showcases, stating that at The Alley, everyone co-exists and indulges without any stereotypes. It's at the edge of the street and corner of the lane where everyone is past their mortality no matter the drink of choice, making it a space for everyone.

No. of Prints available: 25 Limited Edition individually signed and numbered prints Archival Inks on Ivory Matte Paper

GT x SHWETA- A Land Which Is Greather Than

Greater Than, Greater Than Gin, Greater Lane by Greater Than, Greater Lane, Shweta Sharma
GT x SHWETA- A Land Which Is Greater Than

Shweta Sharma's A Land Which Is Greater Than comprises all creatures alike in a unified space under the variant of 'colours in different skins', charmed energies chattering, and various renowned characters giving a toast to this united, blessed coincidence in the land which is 'Greater Than!' Shweta likes experimenting with dream-drawn surrealism, emotional and subconscious juxtaposition, creature contrast and symbiotic curiosity— adding various colours to her artwork, drawn from her Rajasthani roots.

No. of Prints available: 25 Limited Edition individually signed and numbered prints Archival Inks on Ivory Matte Paper