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Ardbeg Abide

Ardbeg - Maths Paper
The proposition for this job seemed full of numbers. I connected this with the vintage's USP - a 'complex' taste - and devised the maths paper concept.

Sample copy

(Brochure front cover)
Q. How can we make 12 casks of 21 Years Old Ardbeg (given that 12 casks produce 2,300 bottles) go around 7,380 Committee members?

(next spread)
A.We can't.

(next spread)
Solution
Formula for solving the problem: One bottle per member on a first come, first served basis.

To celebrate the first 12 months of The Ardbeg Committee, we're bottling 12 specially chosen casks of 21 Years Old at cask strength.

It's all a bit complex (typical Ardbeg!)

In the 12 months since its inauguration, over 7, 380 Ardbeg lovers have joined The Ardbeg Committee….. from 56 different countries! Including yourself.

We're delighted that the Committee has caught the imagination of so many people all over the world. And that so many are extremely enthusiastic in their support of the endeavours of The Ardbeg Committee. Ultimately, that purpose is to ensure that the Distillery never again struggles to stay open. As you're aware, the repeated periods of closure has meant that supplies of beautiful old Ardbeg are very limited.

With this in mind, it seems only right to mark these 12 months in a special way with an exclusive members-only bottling. We knew that 1979/1980 produced a few particularly notable casks, so we selected 12 for The Committee, producing a maximum of 2,300 bottles.

But, regrettably, 7,380 into 2,300 doesn't go. The figures just don't stack up.

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