Today, Ardbeg boasts a devoted global fanbase and a unique punk-rock brand identity. The limited-edition releases have fostered an almost cult-like following, with bottles selling out in seconds. This popularity eventually caught the eye of Louis Vuitton Moët Hennessy (LVMH), which acquired the distillery, positioning it within The Glenmorangie Company’s portfolio.
While LVMH’s backing has brought stability, the frequency of Ardbeg’s limited releases—now as often as every six weeks—has had unintended effects. Fans have started to feel overwhelmed, struggling to keep up with the rapid pace of new offerings. To counter this, Ardbeg approached our team to help redefine their approach and re-engage their passionate “Ardbeggian” fanbase.
Mission control
Our mission was clear: design a loyalty strategy that would offer genuine value, transcending sales to cultivate a rewarding experience. We explored gamified options, allowing fans to earn digital “tattoos” by visiting “Ardbeg Embassies”—special whisky shops worldwide that serve as local Ardbeg hubs. These tattoos unlock perks such as samples, limited-edition glasses, and invitations to the annual “Ardbeg Day” celebration on Islay.
A multi-million pound proposition
With this approach, Ardbeg aims to breathe new life into its fanbase, including over 200,000 members, half of whom are currently inactive. Re-engaging even a portion of these members, each spending an average of ÂŁ100 per bottle, could yield substantial revenue. By enhancing the experience for its fans, Ardbeg seeks to foster not only a customer base but a thriving community committed to carrying its legacy forward.
Project background
Ardbeg envisioned expanding their e-commerce experience into a place where whisky enthusiasts could engage with the brand more intimately. They wanted a loyalty programme that would reward customers not only for purchases but also for their participation in the Ardbeg community. Under Karl’s guidance, our team embarked on a design journey, starting with a discovery sprint and six development sprints focused on building a robust, meaningful loyalty experience.
Key features of the Loyalty platform
The loyalty platform, dubbed the “Committee Hub,” centres on three primary areas that drive engagement through gamification, collection, and education:
- My Tattoos
The “My Tattoos” feature introduces a gamified experience where users earn badges (or “tattoos”) for completing activities like taking an Ardbeg quiz, creating an avatar, making a purchase, or visiting the distillery. Each tattoo represents an achievement, adding to fans' sense of accomplishment and connection with Ardbeg. - My Shelf
“My Shelf” caters to Ardbeg collectors, allowing them to log their bottles with tasting notes and personal reflections. Users can catalogue and share their experiences, creating a community of connoisseurs. Soon, they’ll even be able to scan bottles with their phones to add them to their virtual shelf—a feature set for future release. - Masters of Smoke
The “Masters of Smoke” module offers an educational journey through the distillation process and unique aspects of Ardbeg whisky. As they progress, users earn medals and ultimately achieve the title “Master of Smoke,” deepening their understanding of the craft and strengthening their loyalty to the brand.
Technical infrastructure and development challenges
The platform integrates with Shopify for e-commerce, Salesforce Cloud, and the Sanity CMS to manage customer and product data. Our focus was on maintaining smooth data flow and compatibility, ensuring customer accounts were seamlessly enrolled in the Committee Hub. However, Ardbeg’s system transition from Salesforce Cloud to Shopify posed some challenges, requiring our team to evaluate data requirements and optimise platform compatibility.
Looking ahead
This loyalty platform represents the first step toward transforming customer engagement through loyalty and gamification. Future updates may include live-streamed events from the Islay distillery, allowing fans to connect in real-time with distillery staff—a touch that would reinforce community bonds within the Ardbeg family.
Anticipated for launch in January, the loyalty platform will empower Ardbeg’s fans to connect with the brand in new, meaningful ways. We’re proud to partner with Ardbeg, helping to shape the future of this iconic whisky brand by creating experiences that honour its heritage while embracing modern innovation.
Stay tuned as we continue to work with Ardbeg to deliver true loyalty innovation.
