A new expression from the Ardbeg Distillery will be available from the 29th of September. The name is Ardbeg Blasda, which is gaelic for sweet and delicious. To promote this new whisky Ardbeg will start a campaign from which the following details became available: "Ardbeg is launching a digital drive to promote its new whisky expression, Blasda. The campaign, created by Story, will target Ardbeg customers to create a buzz around the new drink, Blasda, which means 'sweet and delicious', in Gaelic and is produced on the untamed spirit of Islay. The drive will unveil how Ardbeg produces its whisky and customers will be sent an email, where they can click through to a Blasda microsite to 'dig a bit deeper' about the brand. They will also be encouraged to play a game of 'tipple toppling' and shop online for the sweet light expression of Ardbeg."
Ardbeg has the following information on their website: "We all know Ardbeg packs a peaty punch, but if you remove some of that peat, can Ardbeg still retain its perfect balance? The mind bog-gling answer is "yes"! By taming our usual mighty peating levels we have created Blasda, peated to an average of just 8 parts per million phenol (8ppm) compared to the more usual 24ppm. Blasda is still perfectly balanced, but light, sweet and delicious." If you decide to shop online you can pre-order your bottle of Blasda already, the bottles will be shipped from September 29th.