Case Study: Ardbeg builds a bolder, record-breaking whisky brand with eatbigfish

Ardbeg sets a new £16m world-record cask sale with eatbigfish

eatbigfish worked with Ardbeg, a cult Islay whisky brand from Moët Hennessy, which faced the challenge of meeting aggressive growth targets. While it had a passionate fanbase, its existing positioning lacked the edge needed to excite a broader audience without alienating its core superfans.

The solution from eatbigfish was to strengthen Ardbeg’s challenger brand identity around a belief in embracing the unconventional. This new strategic positioning, inspired by the idea of "making the whisky weird," was brought to life through distinctive, eccentric creative executions. The results were significant, including a world record for the most expensive cask of whisky sold at auction for £16 million and a community of over 200,000 hardcore fans in the Ardbeg Committee.

Ardbeg