The best way to launch a big whisky? Launch a big whisky.
Story is excited to launch Ardbeg’s first-ever Committee Only Ten Years Old Cask Strength, creating a campaign inspired by the tradition of ship launches to match the scale of the release.
As one of the most awarded Islay malts, Ardbeg has a global following of Committee Members spanning over 130 countries. Their ‘peat’ de résistance is Ardbeg Ten Years Old, widely recognised as the benchmark for all Ardbeg whiskies. But for years, one question kept coming up: where’s the cask strength Ten?
The arrival of a Cask Strength marks a massive moment for the Committee. So naturally, for the biggest release since Ten Years Old, we have developed the biggest creative execution we could muster.
Our creative platform is rooted in scale, ceremony and anticipation. Working with animation production company Hush London, this comes to life in a hat-tossingly brilliant launch film.
Keeping it classic: we also designed and wrote the label for Cask Strength, which deliberately echoes the no-frills look of the core Ten Years Old bottle.
Dave Mullen, Executive Creative Director at Story, said:
“You can’t launch a bottling this big without making a splash. So that’s what we did. Our film and supporting assets celebrate not only the whisky, but also the stalwart Ardbeg Committee who have been begging for this whisky for years. It’s always good to give the fans what they want!”
