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.