Weirdos Assemble: Ardbeg

The Challenge

As Moët Hennessy’s third most profitable brand, Ardbeg had aggressive growth targets of 13%. But while its passionate fanbase continued to fuel strong performance, the current positioning didn’t quite match the brand’s true edge or potential. The challenge was to build from what already made Ardbeg brilliant and turn its distinctive, eccentric character into something that could excite a broader audience – without diluting what made it so powerful to its superfans.

The Unlock

Working with the Ardbeg team, we went back to the real source of its uniqueness. Through conversations and creative exercises we helped the team identify what to sacrifice and where to overcommit in order to sharpen the story. The breakthrough came when the legendary Head of Distilling & Whisky Creation, Dr Bill Lumsden, described his approach for Ardbeg as “making the whisky weird – so that some people will hate it”. In a world that feels increasingly self-conscious and constrained, this felt like a rallying cry for a brand unafraid to embrace the unconventional.

The Output‍

From this insight, we strengthened Ardbeg’s Challenger position around a clear belief: this was a brand for those who are insanely committed, whose passion is infectious, and whose ideas are impossible to ignore. That belief became the filter for everything, from innovation to comms, Ardbeg would make drinks that are 'bigger than your glass' delivered in a way that is impossible to ignore. ​ The ongoing execution by Ardbeg's creative agencies brought the brand's true eccentricity to life with B-movie-inspired visuals, sci-fi references and unmistakable smoke-fuelled swagger – building an unmissable world full of character and creativity, and turning a brand platform into a bold invitation to join the Ardbeg cult.