A Tricky Game of Tipple Toppling

Background

Ardbeg is a heavily peated single malt whisky, produced on the small Scottish island of Islay.

Peatiness is a huge part of its appeal and the brand’s reputation has been built on it.

The Distillery took a gamble when it softened the peat in a new batch of Ardbeg.

They called the whisky it made 'Blasda', meaning sweet and delicious in Gaelic.

The new whisky managed to retain perfect balance but with less of a peaty punch than Ardbeg devotees might expect. The challenge was to get these ‘peat-freaks’ to accept it.