Having just reviewed Lagavulin's 1991 Distiller's Edition, I figured I'd briefly turn our attention to the impending launch of another great son of Islay.
Ardbeg's annual committee releases are amazing feats of marketing and pizzazz, to a hyperbolic degree, but who am I to take issue with the creation of another great peat monster? And great it will surely be, despite the hype and Ardbeg's command of the Reality Distortion Field (see my post on Ardbeg vs. Glenmorangie if you're wondering why I'm comparing whisky to the tech industry). I just can't see this distillery doing something blunderously stupid with their maltings, even if people are wearying of the annual keynote hangovers. I trust Distillery Manager Mickey Heads implicitly. But Mickey, how about making one of these releases something we can enjoy as a permanent addition to Ardbeg's lineup? Wink wink, nudge nudge, saynomore.
Ardbeg introduces Ardbog on Ardbog Day, which is technically June 1st. However, the preceeding week will be one of revelry and merrymaking at Ardbeg Embassies the world over since committee members have been invited to launch parties starting 28 May. I myself will be attending one in Massachusetts prior to June 1st, and I'll make sure I report back diligently on my findings (along with preliminary tasting notes). Hopefully I can even grab a bottle as soon as it's released. Now, what little do we know about Ardbog? Let's tell it in pictures, posted just this week on Ardbeg's Facebook page.
Part of me is just curious - is the prehistoric marketing angle just hype and differentiation? After all, it's supposedly Manzanilla doing all the work. Or could it be that they've somehow peated this one differently, with some especially prehistoric peat? Or something? All peat is ancient, so I'm thinking it probably wouldn't matter, but I like the air of mystery and intrigue.
Either way, I'm excited about Ardbog. Whether it turns out to be justifiably hyped or overburdened by expectation, it's a good day to be a Committee member. Joining up is free on the Ardbeg website.