Ardbeg: Drambassadors

Exclusivity is the key to promoting sales of Ardbeg single malt whisky. This campaign, aimed at the trade, looked to recruit exclusive bars and retailers from around the world to be brand ambassadors.

Ardbeg: Drambassadors

Story UK

THE TEAM

Dave Mullen, Charlie Gordon, Olivia Donaldson, Graham Robb, Manos Riglis, Caroline Cairns, Laetitia Drexler, Hamish Torrie.

Other contributors:

Bannister & Gasp - Picture production, David Boni - Photographer.

WHAT IS WONDERFUL ABOUT THIS WORK?

Word of mouth is everything with whisky, driven by key influencers. The Ardbeg Embassy programme targets exclusive bars and spirit retailers, creating ‘Drambassadors’. We've seen nearly 100 official Embassies open, from Germany to Japan. Each actively promotes Ardbeg through tasting sessions and POS exposure, driving sales and providing a global network.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING...

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