08 June 2014 21:17

Ardberg Distillery's Peaty World Cup Celebration

Last month saw Ardbeg Distillery challenging 100,000 fans from 150 countries (including South Africans) in their alternative take on the World Cup. Fans were invited to participate in a peat football tournament on International Ardbeg Day (Saturday 31 May 2014) in Dullstroom to win the Ardbeg Peat Football Trophy.

The Distillery this year paid homage to the peat wetlands and muddy sports fields of Islay by bringing to life Ardbeg's take on football and the FIFA World Cup™. Participants went from clean to dirty as teams played knee-deep on peaty mud pitches, competing in peat football, welly boot shoot out and shorty foosball.

Referred to by the Islay locals simply as "football", Ardbeg hosted peat football matches at prestigious venues around the world, welcoming any player courageous enough to compete in the ultimate, mud-splattering test of endurance and dedication.

Guests were given first access to purchase Ardbeg Uigeadial & Ardbeg Corryvreckan in South Africa and to attend an Ardbeg Masterclass, which was hosted by Moet Hennessy brand ambassador for Africa, Niel Hendrikz. A tasting of a first ever Ardbeg Day release in Africa, Ardbeg Auriverdes was also held as a reward for all worthy football participants.

"Ardbeg Day 2014 was a day of firsts for Ardbeg in South Africa, from the first game of peaty football to the first official tasting of Ardbeg Auriverdes. It was a day of fun and enjoyment in celebration of the Ultimate Islay Malt Scotch Whisky," says Sean Olivier, Ardbeg brand manager.

Ardbeg prides itself on being the 'Ultimate Islay Malt Whisky' and was voted the best Scotch whisky of the year three years in a row by Jim Murray's Whisky Bible. Ardbeg was also recently awarded the title of 'World Whisky of the Year' by Whisky Magazine at the 2013 'Icons of Whisky' awards ceremony.

Related News

  • Black Bottle Hit Anti Establishment
    Anti Establisment in Braamfontein, Johannesburg, saw the return of Black Bottle Scotch whisky with a cocktail workshop hosted by Mal Spence, the global ambassador for the brand. Some of Jozi's…
  • Glenmorangie's Signet Land Art
    An innovative artwork which harnesses natural beauty is to be unveiled at the Distillery's Highland home. The spiralling stone structure takes its inspiration from the landscape which informs Glenmorangie's "most…
  • Lagavulin Releases Holiday Edition of "My Tales of Whisky"
    In December 1966 WPIX, a Tribune Broadcasting Station, pioneered the airwaves with the first ever Yule Log broadcast as a holiday gift to New York City residents who did not…