LAPHROAIG® #OPINIONSWELCOME™ CAMPAIGN CHALLENGES FANS TO
RELIVE THEIR FIRST TIME FOR THE CHANCE TO WIN
ONE-OF-A-KIND PERSONALISED ARTWORKS
WHETHER YOU LOVE IT OR HATE IT, TELL US ABOUT YOUR FIRST TIME BEFORE 14 AUGUST 2017
Laphroaig’s award-winning #OpinionsWelcomeTM
campaign is back for another year and bolder than ever.
Celebrating the opinions of whisky drinkers around the world,
the heavily peated Islay single malt is challenging fans to relive
their first time trying Laphroaig® to be in with the chance of
winning a one-of-a-kind artwork personalised to their opinion.
Laphroaig® has never shied away from fan’s reactions to its divisive liquid and
this year’s competition is no different. From 3 July 2017, Laphroaig® will offer
consumers the chance to publically share the first time they tried Laphroaig on
the ‘Opinions Wall’, whether seasoned fans or debut tasters. So whether you
think our inimitable liquid is like having your “tongue pinched by a briney
crab” or tastes “smokier than Darth Vader’s funeral pyre”, get sipping!
HONESTY IS THE BEST POLICY
Like most peated malts, Laphroaig® is for many a challenging whisky, its
varying levels of smoky intensity rarely failing to illicit a powerful reaction.
Indeed, out of all the Islay peated malts, Laphroaig® is the one that gets the
most extreme reactions. It’s a complex beast, and as such has always divided
opinion. You love it or you hate it – you are rarely indifferent and you’ll
always remember your first time. Championing this unforgettable experience, Laphroaig® is encouraging consumers to demonstrate the striking range of
flavourful idiosyncrasies they experienced on their initial tasting experience by offering a space to say what they like about a given expression. Fans become their opinion’s designer, using various design templates on the website to give extra voice
to their opinion. To be in with the chance of winning your very own personalised artwork, simply visit the #OpinionsWelcome™ website (www.Laphroaig.com/Opinions) and enter your opinion. Laphroaig® will commission up and coming typographers and
calligraphers to turn a selection of the best opinions each week into a unique piece of artwork that will be sent to the winners.
As well as giving voice to the public’s opinion via the printed word, the #OpinionsWelcome™ site has also begun to
build a collection of film. Laphroaig® will film the making of 1-2 artworks per week, creating a mini film saluting the best
opinions. The campaign will also see fan’s feedback immortalised outdoors, in magazines, and on banner ads across the
world, as well as being supported by on-trade tastings.
TRADE PRESS RELEASE MAY 2017
Notes to editors:
Laphroaig ® press information:
For more information or images contact the Laphroaig® press office:
Laphroaig@ldrlondon.com | +44 207 851 6629
#OpinionsWelcome™ is a campaign that embraces the divisive tasting profile of Laphroaig® and champions the offbeat,
peculiar and individual way the Single Malt whisky is described and revered by those who love it…or not. Visit
www.laphroaig.com/opinions to find out more.
ABOUT LAPHROAIG ®
Laphroaig® is one of only a few distilleries that still uses traditional malting floors and dries and infuses its own malt with
the thick blue smoke from old peat-fired kilns.
People experience whisky in very different ways. It’s what makes us human and what makes Laphroaig® so special. The
award-winning heavily peated Single Malt Scotch whisky has been dividing opinions since 1815. With its pungent, earthy
aroma of peat smoke, the sweet nuttiness of the barley and the heathery perfume of the Kilbride stream, Laphroaig® is an
unapologetically bold and rich and Single Malt. It’s this complex and sometimes polarising range of flavours that has
garnered a loyal and passionate following of whisky enthusiasts and continues to divide opinions around the world.
About Beam Suntory Inc.
As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the
World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and
Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob
Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies,
Canadian Club whisky, Courvoisier cognac, Hornitos and Sauza tequila, EFFEN and Pinnacle vodka, Sipsmith gin, and
Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form
a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for
Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more
information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com