The challenge

Ardbeg was a distillery in ruins – until it was rescued and re-opened in 1997. But it had no customers, no distribution, no brand and next to no budget. How would we change the fortunes of this once-iconic malt?

Our solution

We launched the Ardbeg Committee to harness the evangelistic zeal of Ardbeg’s most hardcore fans. We entertained and enthralled them with insane campaigns and irresistible whisky releases. They buy the bottles, attend events, spread the word and even tattoo themselves with the brand. Talk about brand believers. 

The result

In the 20+ years that we’ve worked with Ardbeg, it’s gone from a mothballed Distillery to the fastest growing malt in its sector, and one of the most powerful whisky brands in the world.

Any marketer wondering what CRM could do for them should visit Edinburgh. Story are among the very best of the best at it.

Patrick Collister, former Head of Design, Google