To educate, engage and unite drinkers who are missing out on being able to visit their favorite local spots in person, many brands are creating virtual experiences, including Ardbeg with its virtual BBQ cook-along. The single-malt whisky brand is teaming up with YouTube chef DJ BBQ for a cooking and cocktail-making series that give people a better sense of how to create smoky Ardbeg cocktails to pair with food.
As part of the Ardbeg Smoke Sessions campaign, the brand is going after the "new, young, non-traditional whisky-loving market," especially those who are attracted to big and bold flavor experiences. On Instagram, live sessions are being shared to introduce Ardbeg-based cocktails and different BBQ dishes. One part of the series shares how to smoke a side of salmon on an open fire and match it with Ardbeg's own take on the classic Bloody Mary.
Image Credit: Ardbeg