Story redesigns the packaging for Ardbeg’s core range of whiskies

It’s been a long time coming, but we are delighted to finally reveal our new packaging for Ardbeg’s core range, rolling out globally from September 2026.

The core range consists of six single malt whiskies, each with a distinct flavour profile and a unique story to tell. We have brought each one to life on cartons and labels, with illustrations, typography and brand codes.

Having worked with Ardbeg (on branding, strategy, CRM, packaging and launch campaigns) for over 25 years, nobody is better placed for this redesign than Story. Our task: to ensure the outward presentation and brand storytelling for each expression is as legendary as the whisky inside.

In price-ascending order, the Ardbeg core range consists of six whiskies: Ardbeg Wee Beastie, Ardbeg Ten Years Old, Ardbeg An Oa, Ardbeg Uigeadail, Ardbeg Trudernish (a new addition this year) and Ardbeg Corryvreckan.

The new look gives continuity across the line-up, while clearly signalling the differences between each whisky for the spoilt-for-choice drinker. We commissioned Johnny Greenteeth to produce the woodcut illustrations for each expression, depicting details from the evocative flavour descriptions, cask recipes and colourful stories that accompany them.

Rebecca McFarland, Creative Partner at Story, said:

“Packaging projects are one of our favourite things to do, and this has been no exception. The Ardbeg brand is a treasure trove of inspiration for designers and writers – not least the folklore, places and characters of Islay. We really wanted to bring that to life on the packaging.

“On shelf the designs are distinctive, eye-catching and recognisably Ardbeg. On closer inspection each expression is brimming with subtle details and hidden discoveries that we hope will give us much pleasure to the Ardbeg drinker as sipping the whiskies themselves.”