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Ticket to Ride

Issue 18 | March 2011

Background

Ardbeg is a single malt whisky from Islay with a successful CRM programme based on the concept of the Ardbeg Committee. Islay, an island with a population of just 3,000, has 140 committees and creating one more seemed not unappropriate.

To celebrate the 10th anniversary of the founding of the Committee, a limited-edition whisky was created. Taken from rare casks from ten different years, it was named Rollercoaster, to reflect both the ups and downs of the decade and to give an indication of the high-notes and the low-notes in the flavour.

The brief was to sell the special bottling from the online shop, create more momentum for the Committee and pull in new members.

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