🥃 Ardbeg – Reimagining a Cult Community for the Future

Client: Ardbeg (via TCO Lab), 2023
Role: Cultural Strategist
Services: Desk Research, Community Strategy, Cultural Insight

The Challenge

Ardbeg, one of the world’s most iconic smoky single malts, set out to redefine the strategic role of its global fanbase—the Ardbeg Committee. With over 175,000 members across 130+ countries, the Committee had grown into a cult following, but its purpose, value, and long-term potential were in need of reimagining. How could Ardbeg scale its community while preserving its irreverent, cult-like appeal?

Strategic Focus

Brought on as the cultural strategist, I led the early-stage thinking around how fandom, community, and brand belonging are evolving in today’s landscape. I produced two comprehensive research documents that:

• Analysed the cultural and psychological drivers behind modern community-building

• Explored the mechanics of loyalty, co-creation, and scarcity in high-value fandoms

• Identified relevant case studies across luxury, spirits, fashion, gaming, and lifestyle

• Surfaced emerging behaviours in digital-first subcultures and participatory brand worlds

Impact

My insights laid the groundwork for strategic decisions around how Ardbeg could grow and future-proof its Committee, shifting it from a passive loyalty mechanic to an engine of brand equity, cultural relevance, and long-term advocacy. This work shaped how the brand thought about community, from engagement and content to exclusivity and product drops.

Ready to Turn Your Audience into Advocates?

If you're sitting on an untapped brand community or wondering how to evolve your superfans into a strategic growth engine I can help. As a cultural strategist, I help brands uncover the deeper motivations, behaviours, and cultural dynamics that drive their most passionate audiences. I don’t just identify trends, I translate them into strategic opportunities for brand growth, loyalty, and differentiation.