MASTERS OF SMOKE

ADVANCING INDUSTRY KNOWLEDGE OF THE WORLD’S SMOKIEST WHISKY 

SERVICES →
Creative strategy, Packaging design, Storytelling, Trade education,
Ardbeg has been producing whisky on Islay for over 200 years and uses one of the highest levels of peated malt in the whisky industry. Ardbeg don’t just know smoke, they own smoke.
From this brand truth, we introduced Masters of Smoke — a unique and engaging on-trade education programme for bartenders around the globe.
Ardbeg Masters of Smoke trade activation

Ardbeg needed to be understood by bartenders as one of the smokiest Islay whiskies, but more importantly recognised for its complex taste palette. 

Collaborating with the Whisky Creation team at Ardbeg, we focused on the elements that made Ardbeg’s whisky inimitable: the peat, phenols, and science behind the flavours in the core range.

TAPPING INTO THE GEEKY SIDE OF SMOKY WHISKY

Ardbeg Masters of Smoke trade activation
The Masters of Smoke (MOS) programme gives bartenders the knowledge and tools they need to explore the smoky flavours that are derived from the peat.
Masters of Smoke Ardbeg trade education toolkit
Just as importantly, we designed the MOS programme in such a way that brand ambassadors can deliver the sessions to the scale they need. Big or small, the aim remained the same — to educate the on-trade on the science behind the smoke, and in turn become advocates for the Ardbeg brand.
Masters of Smoke Ardbeg trade education toolkit
Masters of Smoke Ardbeg trade education toolkit
UNLEASHING THE POWER OF SMOKE

The Masters of Smoke toolkit includes activation guidelines for the brand ambassadors, a deep diving digital presentation, a scaled peat bog model, a peatyodic table tasting guide, and a scent kit featuring aromas of key phenolic Ardbeg flavours.

The toolkit was a new approach for Ardbeg, but with a desire to increase awareness of its product’s versatility and a large cocktail market to tap into, it was effective in celebrating Ardbeg and educating the industry about its unique offering.

RESULTS:

Campaign Innovator of the Year Winner

Whisky Magazine Icons of Whisky Global Awards Winner

Masters of Smoke Ardbeg trade education toolkit
Masters of Smoke Ardbeg trade education toolkit

The Masters of Smoke programme has been overwhelmingly well received by brand ambassadors and bartenders. 

MOS has influenced the wider Ardbeg brand and marketing initiatives, and market demands for more MOS content have been incoming to the brand team since its initial role out.