You Can't Untaste It

Ardbeg is a world-renowned Islay single malt, defined by its unmistakable balance of intense smoke and unexpected sweetness.

Deeply rooted in its rugged island home, the brand is celebrated for its bold character, complexity and sense of place.

“You Can’t Untaste It” was developed as a new activation platform that captures the defining moment when someone tastes Ardbeg for the first time - a moment of irreversible transformation that sits at the heart of the brand experience.

Ardbeg needed to recruit new drinkers without diluting its uncompromising character - shifting perceptions not through shock or provocation, but by revealing the intrigue, depth and unexpected balance that defines the Ardbeg taste. “You Can’t Untaste It” dramatises the transformative power of tasting Ardbeg. 

The platform is expressed through three hero films:

• Peat
• Smoke
• and Water

Each featuring a distinctive Ardbeggian character whose first sip triggers a visceral, emotional reaction. As each moment unfolds, the camera pulls back to reveal the raw, elemental landscape of Islay, grounding the transformation in people, potion and place.

Designed to feel authentic, sensory and immersive, the platform reframes peated whisky as an experience to be discovered, driving trial, emotional affinity and long-term brand loyalty.