The world of smokey whisky is complex and daunting fro some. As the Masters of Smoke, our mission is to demystify this notion by bringing to life the science of smoke, highlighting and celebrating the complex and versatile flavors found in every glass of Ardbeg. 

Via our ‘Masters of Smoke’ campaign, Ardbeg (lauded as the world’s peatiest, smokiest and most complex Islay malt) is touring America with its decked-out travel trailer to educate the curious masses on the art of single malt whisky-making and encourage them to step inside to discover their various smoke profiles via sensory pods that will help guide people to their favourite expression of Ardbeg to take home.

All eyes are on Ardbeg as our custom branded Ardstream pulls up outside of the store.

Our white coated ‘Mad Scientist’, our uber nerd of all things, greets customers with high energy and enthusiasm our Scientist will introduce consumers to Ardbeg and remove any apprehension of smoky whisky before encouraging people to discover their smoke before heading in-store. 

We will have an exterior facing brand video on loop, so customers approaching the Ardstream can get a short introduction into the world of Ardbeg. Containing quick cuts and emotive shots of Islay and our creative distillery process, along with shots of our committee members and expressive Ardbeg world. This can be narrated with a voiceover or something for our Scientist to talk over allowing the flow of the conversation to be more natural and engaging.