How Ardbeg plans the biggest party of the year

Throughout the year, #Ardbeg #Distillery bustles with activity, making whisky and welcoming whisky lovers, on the small Scottish island of Islay. Then, once a year the Distillery truly erupts – on #ArdbegDay. Thronged with fans, it pulsates with music and a party vibe. With preparations for this year’s annual celebration of all things Ardbeg well under way, Distillery Visitor Centre Manager Jackie Thomson reveals what it takes to make a brilliant Ardbeg Day on June 3rd 2023.

When is Ardbeg Day and what does it entail?

Ardbeg Day is the culmination of a week of festivities on the island during the Islay Festival of Malt and Music, Fèis ìle, when the island is buzzing with visitors. On the festival’s final Saturday, we bring our tribe together at the Ardbeg Distillery to enjoy single malt whisky, music, games and events with kindred spirits. Meanwhile Ardbeg fans hold events right across the world.?

How many fans flock to the Distillery each year on Ardbeg Day?

We plan for around 1,500 visitors, who come from all over the world, although Ardbeg Day is not pre-booked, so we never quite know!

When do preparations start?

In January we come together to start thinking about how we’ll bring the story of this year’s limited edition to life. This year we’ve been inspired by the creation of Ardbeg Heavy Vapours. This experimental whisky’s story has been retold through the latest graphic novel in our Planet Ardbeg series. In it, the famous purifier, which gives our whisky its legendary balance, goes missing, giving rise to the Heavy Vapours. The interplanetary detective Agent 46 (that’s me!) is on a mission to find the purifier – and restore the balance.

Apart from Ardbeg’s deliciously smoky whisky, what else do you need to plan for a successful day?

To celebrate Heavy Vapours, we’re planning some escape-room-style purifier puzzle challenges. The warehousemen have dreamed up balancing games, we’ll have a live band and more surprises up our sleeves. Of course, fans will want to get their hands on the Ardbeg Day limited edition, T-shirt and glass - so we’ve drafted in extra staff for our shop. We all plan costumes (this year I’ll be dressed as my comic character alter-ego, Agent 46). And of course, as Ardbeg is legendarily smoky, we’ll be serving up our delicious wood fired pizzas from the oven and Arbroath Smokies by our good friend Ian Spink.

What’s the rhythm of Ardbeg Day?

To kick start the day we have a tradition of a team breakfast. At 10am our Distillery Manager Colin Gordon goes out to greet the first fans. Things really kick off about noon. A lot of locals arrive and the band strikes up. We have games and tastings all afternoon. Just before 5pm, we get everybody together and draw the day to a close.??

This year Dr Bill Lumsden, our Director of Whisky Creation will host a virtual whisky tasting masterclass so fans from around the world can join us. More than 17million people saw a piece of Ardbeg Day online last year – and we hope it’ll be even more this year. Go to www.ardbeg.com for all the details.

What’s your favourite part of Ardbeg Day?

Because we do all the planning as a team at the Distillery, seeing it come to fruition is very rewarding.?

And being with your tribe is really heart-warming. At the end of the day when everybody comes together... it's beautiful.?

---

Plan your trip to Islay

When is Feis Ile in 2023?

This year, Feis Ile will take place from 26th May to 3 June. Find out more about the festival here.

How do I find out more about visiting Islay?

Renowned for its peaty whisky and abundance of distilleries, Islay is also home to beautiful scenery and fascinating wildlife. Discover more about the island here.

Can I visit the Ardbeg Distillery at other times of the year?

The Ardbeg Distillery is open year-round. Find out more about booking a tour, here.

Where can I stay on Islay?

Ardbeg would recommend you book a stay at the Islay Hotel in the heart of Port Ellen. Make your booking here.

How can I join Ardbeg’s loyal following, the Ardbeg Committee?

With access to exclusive bottlings and Committee-only events, Committee membership is a must for any fan of Ardbeg, whether you’re planning a trip to Islay or opening a bottle on the other side of the world. Click here to join for free today.