On september 28th Ardbeg are about to release a new bottling called Ardbeg Blasda.
Ardbeg will launch a digital drive some time the coming weeks to promote the new expression. The campaign, created by Story, will target Ardbeg customers to create a buzz around the new drink, Blasda, which is means ‘sweet and delicious’, in Gaelic and is produced on the untamed spirit of Islay.
The drive will unveil how Ardbeg produces its whisky and customers will be sent an email, where they can click through to a Blasda microsite to ‘dig a bit deeper’ about the brand. They will also be encouraged to play a game of ‘tipple toppling’ and shop online for the sweet light expression of Ardbeg.
After some search I found the game hidden on Ardbeg.com. Go ahead and play a preview!
Ardbeg themselves describes the new Blasda as follows:
When it comes to peat, you might say we are outstanding in this field, so we undertook an experiment: to tame our usual mighty peating level all the way down to just 8ppm in the bottle.
The mind bog-gling result is Blasda, which in Gaelic means ‘sweet and delicious’. Of course Ardbeg’s fruity, floral flavours are never overwhelmed by the peat, but here they are unmasked and allowed to shine.
The remarkable discovery is that even with all that peat removed, Blasda is still perfectly balanced. Who on earth would have thought it?
The new bottling is scheduled for international release on the 28th of september. Already in the end of august, an unofficial launch tasting of Ardbeg Blasda was held at the Dr Jekylls Pub in Oslo, Norway. WhiskyViking’s corner got more info on that.
Listen to this post
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I was there at the tasting at Dr Jekyls.
It was a typical Ardbeg but without the peat (obviously). Anyone who likes the Ardbeg whisky would do well to buy this.
Seems they’ve closed the microsite, “directory listing denied”.
Ah. They noticed the post I guess
Well, at least I caught a screenshot. But. I just noticed they’ve uploaded the Blasda in the shop!
Microsite seems to be back, just played the game.