LAPHROAIG® CELEBRATES

THE GOOD, BAD AND UNUSUAL OPINIONS OF WHISKY DRINKERS ACROSS THE WORLD WITH A LIVE TWITTER PROJECTION ONTO DISTILLERY WALL

FOR ONE WEEK ONLY, BIG OPINIONS WILL PROUDLY DISPLAY TWEETS DIRECTLY ONTO THE ICONIC WHITE DISTILLERY WALL ON THE SHORES OF ISLAY AS PART OF LAPHROAIG’S AWARD-WINNING #OPINIONSWELCOME™ CAMPAIGN

1 September 2016: Whether it’s “heavenly golden drops collected in one smokin’ bottle” or
“as if a merman washed his codpiece in antiseptic and dried it by the fire”, Laphroaig® is
celebrating the wild and wonderful descriptions of its award-winning liquid by asking the
public to share their opinions of the single malt Scotch whisky – in 140 characters or less.
Big Opinions will be live for one week only, 11 – 15 October 2016. Showcasing the divided opinions of
whisky fans from all corners of the globe, a real-time Twitter feed of the most outrageous and insightful
opinions will be projected onto the over 200 year old iconic white wall of the Laphroaig® distillery, Warehouse
No.1. Every opinion will be selected for display by Distillery Manager, John Campbell and will be presented
alongside the author’s Twitter handle, capturing their individual impression of Laphroaig’s distinctive and
widely divisive flavour profile.
BIG OPINIONS
The latest activation from the award-winning #OpinionsWelcome™ campaign, Big Opinions, asks whisky
lovers – and haters – to put their impression of Laphroaig® into words using the hashtag #OpinionsWelcome;
no easy feat. The Big Opinions campaign showcases the vivid descriptions of the International whisky
community and brings Laphroaig’s valued customers across the world closer to the distillery, in true
#OpinionsWelcome™ style.
The spectacle can be watched live at www.laphroaig.com/opinions, which will capture every imaginative post
throughout the 5-day event. Those selected to feature in the Big Opinions projection will receive photography
and a video of their own opinion up in lights on the distillery wall for the world to see, to share with their
fellow whisky drinkers.
THE DIVISIVE SINGLE MALT
Of all the Islay peated malts, it is Laphroaig® 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. With its pungent,
earthy aroma of peat smoke, the sweet nuttiness of the barley and the heathery perfume of the Kilbride stream,
GLOBAL TRADE PRESS RELEASE SEPTEMBER 2016

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Laphroaig® is an unapologetically bold, rich and heavily peated single malt. It’s this complex flavour profile that
has garnered an impressively loyal and passionate following of whisky enthusiasts from around the world.
The iconic white wall of Warehouse No.1 with the bold Laphroaig® logo painted along its side is an instantly
recognisable symbol of the Scotch whisky’s long and illustrious heritage on Islay, whether you’re arriving at the
port from boat, plane or by foot.
#OpinionsWelcome™ is an open-armed invitation for all to express their feelings on this divisive whisky. Big
Opinions gives the public the chance to voice their opinions to the world. Be candid. Be real. Let creativity run
riot.
Remaining true to its word, your opinion of Laphroaig® truly is welcome.
Find out more about sharing your opinion at www.laphroaig.com/opinions