Journey to Islay's Shores as Ardbeg brings ‘The Pursuit of Smoke’ to The Vault Festival

Mumbai, February 15, 2024: Prepare to dive into a multi-sensory spectacle as Ardbeg, the legendary Islay Single Malt Scotch Whisky, reignites its immersive ‘The Pursuit of Smoke’ experience at The Vault Festival in Mumbai! This limited-edition experience taking place at Asia’s premier drinks festival on February 17th & 18th, promises an unforgettable journey to the realm of Islay, spotlighting the iconic Ardbeg 10-Year-Old in all its peaty glory.

At the heart of this cutting-edge series is an immersive art piece, brought to life via the captivating medium of projection mapping. Created by artists Amitabh Kumar, Studio Moebius, and Noni Mouse, the experience will transport guests to the mystical world of Ardbeg via an animation video projected directly onto their dining tables. This mesmerizing film reimagines the journey of crafting the world’s smokiest whisky, set against the backdrop of the enchanted Islay – featuring characters who embarked on ‘The Pursuit of Smoke’. The video tells a tale of rediscovery, resilience, and the cyclical nature of life - an odyssey uncovering the secrets of the enchanted smoke.

As part of the 20-minute experience, diners can expect to indulge in a guided tasting of the Ardbeg 10-Year-Old, exclusively available for the Pursuit of Smoke at The Vault, accompanied by curated bites. A treat for all of your senses, guests are immersed into a world of rich flavors, smoky aromas and engaging visual delights.

Commenting on this immersive brand experience, Ms. Smriti Sekhsaria, Marketing Director at Moët Hennessy India said, “Ardbeg’s ‘The Pursuit of Smoke’ is a luxury multisensorial experience that celebrates ‘smoke and fire’ by bringing it to life in a way never done before! With this campaign we are bringing creativity, technology, and gastronomy together and making the consumer stay on top of the transformational dining trends of today. We look forward to welcoming experience and spirits connoisseurs to join us in ‘The Pursuit of Smoke’ at The Vault Festival in Mumbai. “

Step into Islay time where smoky aromas dance with captivating visuals, presenting a voyage into the mystical unknown. That's precisely what awaits you at Ardbeg’s ‘Pursuit of Smoke’ experience at the Vault Festival this weekend.

Event Details:

• Dates: February 17th & 18th, 2024

• Time: 4 PM onwards

• Venue: Jio World Garden, G Block, Bandra Kurla Complex, Bandra East, Mumbai 400051

• Tickets: Available on Paytm Insider https://insider.in/the-vault-festival/event

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