The brand has traditionally held a global annual celebration of the Islay single malt, called Ardbeg Day, which this year was turned into Ardbeg Night, taking place on 28 May, and reflecting the look and style of Dark Cove.
Ardbeg wanted to pay homage to its dark and mysterious past and to Islay's early distillers, who would smuggle their whisky from the rocky shores of Ardbeg cove.
In keeping with the theme of the latest Ardbeg Dark Cove whisky release, 'smugglers' met guests near the venue, and then escorted them to the Worship Street Whistling Shop in London for a full immersive experience. Each guest had to swear an oath that they wouldn’t tell anything about the event afterwards.
The Whistling Stop was transformed into a mysterious 'Dark Cove', giving guests the opportunity to enjoy a range of Ardbeg whiskies, including the new Ardbeg Cover limited edition release whisky.
UV lights were used around the event to light up menus and tasting notes around the space, and there were scratch cards and Ardbeg coins where guests could receive different messages and details of a secret dram of the new release that could be won.
Ardbeg Night was celebrated at locations around the world with similar-themed events to the London one. Last year's Ardbeg Day saw the single malt celebrate its 200th anniversary by looking forward to the next 200 years. Fans of the whisky were invited into a retro-futuristic version of Islay in 2215, where robotic dogs were the norm at Ardbeg Distilery.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.