1st June 2013
Monument Street, London EC3R 8AJ
I’ll hold my hands up here: this event is unashamedly a commercial marketing stunt – however, in my defence I can say that, despite having let the odd alcoholic beverage pass my lips on more than one occasion, the specific intoxicant featured here has never been present at any of them. So no endorsements here, then (and to be honest, I’m not that fussed about whisky at the best of times). It did look quite fun, though.
Anyway, this particular company, let’s call them Ardbeg, seem to be quite adept at this marketing lark, especially for a smallish distillery based in Islay in the Inner Hebrides, where they’ve been producing their distinctively smokey single malts for over 200 hundred years*. They’ve even managed to get some of their product sent into orbit (for purely scientific reasons, obviously).
Not unlike the Beaujolais thing, they have an Ardbeg Day which they celebrate with a special limited edition release: This particular jape has a group of smart young Tweedie-types handing out helium-filled sheep balloons to attendees at Monument before walking them across London Bridge (which is what Freemen can do with real sheep, as we all know by now) towards the Home of the Marketing Initiative – Potter’s Field Park – for more frolics and a much appreciated snifter, I imagine.
(*other single malt whiskies are also available)