Whisky Focus - Ardbeg Galileo Picks Up Top PR Awards

Ardbeg Galileo Picks Up Top PR Awards


18th July 2013
Ardbeg picked up the award for Best Launch campaign and Best PR campaign for the release of Galileo.

Not satisfied with just winning awards for the quality of its whisky, Ardbeg has won two top awards at the International Spirits Challenge for the promotion of its whisky, to be precise the launch and PR behind the limited Ardbeg Galileo released in 2012.

Considered the ultimate Islay malt whisky by many whisky connoisseurs Ardbeg picked up the award for Best Launch campaign and Best PR campaign for the release of Galileo, a limited edition whisky released in June 2012.

The launch campaign and PR behind Ardbeg Gallileo caused quite a buzz amongst whisky drinkers when it was released and certainly got them talking. See the video above for an example of the PR behind the launch.

The whisky was named after Galileo Galilei, the father of modern astronomy and the whisky celebrates the first ever experiment undertaken by Ardbeg Distillery (or any other distillery for that matter!) in space. Ardbeg was invited in late 2011 by US-based space research company NanoRacks, based in Houston Texas, to take part in an experiment to test what impact zero gravity has on micro-organic compounds drawn from the distillery’s production on Islay. This experiment will compare the difference in maturation (the inter-action of these compounds with charred oak) between normal gravity on Earth and micro-gravity in space, and is currently taking place on the International Space Station.

Dr Bill Lumsden, Ardbeg’s Director of Distilling and Whisky Creation, explained: “We thought we would celebrate the experiment by the introduction of Ardbeg Galileo – our own earthly tribute to the scientific experiment taking place far up in space! We are over the moon at winning these campaign awards, it has been a privilege to have the opportunity to send Ardbeg molecules in to space and create an expression in its honour.”
 

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