Dramarama Deal #2


Drama, drama, drama! I loves me some drama!

But, really, how much drama are we really going to start by selling the Singleton 12 year for $27.99?

Some, but not a whole lot.

Let's turn it up a notch. Let's drop our Ardbeg prices. Let's drop them so low that we're even lower than those mom and pop stores that practically give it away just to get you in the door to buy something else. Let's drop it like we did when Ardbeg brought the new motorcycle a few weeks back. That seemed to make everyone happy. But instead of doing it "in-store only" let's open it up to the entire K&L customer database!

In celebration of the new Auriverdes and the fact that Ardbeg has remained one of the most consistent single malts in terms of quality and price, I'm going to make K&L not only the best Ardbeg retailer in the nation (because we're already that, if you didn't know), but also the cheapest (which we weren't until this moment). It's important to us here at K&L that some of the best whiskies on the planet remain affordable and within reach of all our customers; the fact that Ardbeg can taste this good, yet be this inexpensive is a pretty terrific thing for consumers.

I know my friends at Ardbeg are going to cringe when all this low Ardbeg pricing sends people into hysterics, but it's not because I hate Ardbeg that I'm lowering these prices; it's because I LOVE Ardbeg that I'm lowering these prices!


All stalker-ish jokes aside, I want everyone to load up on the fantastic new Ardbeg Auriverdes and take some of the other expressions as well. These "dramarama" prices are only good, however, until midnight tonight! We can't afford to do this for more than a few hours, so at 12 AM PST I'm changing the prices back!

I'm guessing these will sell very fast, so I wouldn't spend much time deliberating! We're already the nation's top account for Ardbeg without this pricing. I can only imagine what's going to happen now:

Ardbeg 10 Year Old Islay Single Malt Whisky (was $47) NOW $39.99

Ardbeg Uigeadail Single Malt Whisky (was $55) NOW $49.99

Ardbeg Corryvreckan Single Malt Whisky (was $73) NOW $59.99

Ardbeg Auriverdes Limited Edition Single Malt Whisky $99.99 - In the realm of what is now a bi-annual certainty -- these limited edition, get-them-while-you-can, special release bottles -- Ardbeg has almost always reigned supreme. They've brought more intensity (the Supernova), they've brought extra spice (the Alligator), and they've even played around with cask finishing (the Galileo). The thing about Ardbeg, however, is that their whisky is already perfect how it is, so why mess with perfection? Why tweak it or finagle with it? Why not just celebrate it? That's what this year's Auriverdes is all about -- a celebration of the 2014 World Cup with a new, softer, more supple version of its peaty goodness. Inspired by the Brazilian flag (Auri - gold, Verde - green), there's nothing weird or new going on with this whisky, just impeccable execution. It's also a whisky of green peat and golden oak with big, bold smoke and a soft mocha finish. The 49.9% proof intensifies the spice, but the vanilla wins in the end. More important than any of the marketing, however, is the quality. This is the best new Ardbeg in years -- period. No tricks, no gimmicks. Just good. That's reason enough to celebrate.

-David Driscoll

David Driscoll