Masters of Smoke was an educational programme designed to communicate Ardbeg’s signature smoky character while also revealing the deeper layers of flavour beyond the smoke. Central to the programme was the “peatyodic” table; a playful nod to the science of smoke, designed to map and communicate the full spectrum of flavours across the Ardbeg range.

From this central idea flowed a suite of bespoke scent vials created in collaboration with Dior, each representing key flavour notes, supported by props, films, apps, and gifting. Together, these elements formed a multi-sensory experience that brought the story of Ardbeg to life for both the on-trade and consumers worldwide.