Ardbeg to roll out Masters of Smoke education campaign


Islay single malt whisky Ardbeg is on a mission to spread the word about the “delicious possibilities” of smoke, through a new bartender education programme.

Ardbeg Masters of Smoke will deliver in-depth training on the complex science of smoke to on-trade professionals, featuring an ever-evolving repository of smoke-related content and tools to help bartenders understand and complement its nuances.

Those participating in the programme will be fuelled with creative insights from experts across a variety of discipline, from barley ‘maltsters’, to barbecue chefs, to allow them to harness the power of smoke in inventive serves and in-bar experiences.

Ludo Ducrocq, Ardbeg education and advocacy director, said: “Whisky lovers have long appreciated the peaty power of Ardbeg, but we think there’s an opportunity to further explore the intricacies of smoke as a flavour.

“Through Masters of Smoke, we hope to spread the word about the delicious possibilities of smoke through rich, in-depth training which is really rooted in science.

“From Port Ellen to Portland, we want to unleash the power and potential of smoke in the on-trade, working with bartenders worldwide to lead a glorious smoky revolution.”

Masters of Smoke training sessions will roll out across markets worldwide from September 2019.


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