Wowzers! The Ardbeg Grooves Committee Release is here! *rubbing our eyes, taking a second glance* Wait what? Grooves? With a label like that? The Ardbeg marketing used to be pretty neat only a few years ago (Isay alligators in bogs near the distillery! Whisky in friggin’ space!), but the story behind the Ardbeg Grooves is farfetched at best. In the words of distillery manager Mickey Heads:
‘The Ardbeg Village of the 1960s was a very different place – a groovy wee community, with its own post office, billiards hall, two choirs and even a football team. These days the Ardbeg community is a worldwide one, and Ardbeg Day is the best way for us all to come together and raise a dram to the ultimate Islay single malt.’
But say about the marketing and packaging what you want: a new Ardbeg still is a new Ardbeg. And that’s a fact.
