Roll up, roll up to witness a spectacle of flavours!

A concept and design for Ardbeg Day 2024’s Limited Edition whisky.

Ardbeg Day remains the biggest day in the Ardbeg calendar, with themes inspired by the special release whisky and/or rooted in Islay truth.

The task is always to come up with an exciting theme to deepen the relationship with current fans, while recruiting new passionate members. We needed a credible concept linked to the whisky itself and the brand.

In 2024 the liquid was Ardbeg’s first ever malt made using sought-after port wine casks combined with classic Ardbeg. It’s a whisky that exhibits all manner of peculiar notes and aromas. The result is a showstopping spectacle of flavours.

Based on this, the theme became ‘dark circus’. We’d celebrate the weird and wonderful folk that make Ardbeg, unafraid of not fitting in. This resonates with the brand and highlights the eccentric Ardbeg Committee Members.

The limited edition packaging was designed to reflect our twisted circus theme. Alongside this fell out all other comms including emails, social media, POSM, merchandise and of course, the Ardbeg Day event itself. The day is celebrated at the distillery on Islay, but also in markets all across the world.

Discover the whisky here:
https://www.ardbeg.com/en-gb/ardbeg-spectacular-limited-edition-1105265.html