2nd November 2020: Laphroaig, the UK’s number one peated single malt*, has announced the launch of a new fully integrated above the line campaign. It is aimed at capturing the unique reactions of consumers attempting to describe the smoky flavour of this iconic Islay single malt.
Basking in the divisive, yet unforgettable, taste of Laphroaig, the campaign will appear across broadcast TVC (30”) with social and digital media (15”) going live from 1 December.
‘You’ll always remember your First Laphroaig’ is the next chapter of Laphroaig’s Opinions Welcome advertising campaign and the idea that everyone has their own, often unexpected but always unique reaction to this whisky. The new creative plays on this concept via the coming together of first time Laphroaig drinkers.
Filming genuine members of the public across a variety of ages and backgrounds, each individual is handed a bottle and glass and invited to enjoy their first sip. Beginning with trying to pronounce the name of the infamous liquid, what ensues is a variety of facial expressions that range from hesitant and unsure, to full-blown dislike, pleasant surprise and deep love for the taste – each perfectly capturing the experience without the need for words. The film concludes with two of the brand’s newest and biggest fans fervently nodding and proclaiming their newfound love for Laphroaig.
Perfectly articulating Laphroaig’s personality in a way that transcends traditional whisky advertising, the playful yet honest persona positions the experience of drinking a Laphroaig as a memorable one, no matter the outcome.
Nick Ganich, Head of Brands, Edrington-Beam Suntory UK said, “The idea that Laphroaig isn’t for everyone is what makes it such an iconic and inclusive brand. You may love or indeed dislike the taste, but what is certain is that drinking Laphroaig is a deeply personal experience that elicits great emotion and often debate amongst our customers and consumers.”
Jim Robinson, Managing Director, Warp & Woof said: “Bringing this core part of the brand’s personality to life through the campaign has been a lot of fun and something we believe will encourage thousands of soon to be die-hard fans to discover Laphroaig.”
The campaign will also feature as part of Video on Demand through Sky Go, ITV and All 4 and in a variety of formats across both Instagram and Facebook. Furthermore, it will stretch across UK retail and e-commerce outlets featuring Laphroaig’s “Opinions Welcome” gift packs in the lead up to the key Christmas period.
To find out more about the campaign or Laphroaig more generally visit www.laphroaig.com. Alternatively subscribe to the Laphroaig UK YouTube channel or check out Facebook and Instagram for updates and news.
*Nielsen / CGA MAT Combined Sept 2020
Following the huge success and popularity of Ian Hunter Book One, Beam Suntory’s Laphroaig has announced the second instalment in the fascinating Ian Hunter Story™ that continues to honour the legacy of the icon and last founding member of the Johnston family to run the Laphroaig® Distillery.
The Ian Hunter Story™ will consist of five annual releases, the first of which was launched in 2019, set into beautifully crafted books that document the story of Ian’s incredibly rich legacy. Every year a new chapter is unveiled, uncovering the extensive history behind Laphroaig® and the characters who created it.
Following on from Book One: ‘Unique Character’, Book Two is entitled ‘Building an Icon’ and is limited to just four hundred cases, meaning this incredibly rare liquid will be a highly sought after collectable from whisky enthusiasts all over the world.
This collection is unlike any other and one that is sure to be treasured by Laphroaig® passionate fans across the world.
Ian Hunter: Book Two
With Book One reflecting on Ian Hunter’s formidable character, Book Two is dedicated to the hours of tireless work Ian Hunter committed to the Laphroaig® brand whilst at the helm. Matured in Sherry casks for 30 years, this non-chill filtered whisky is beautifully rounded with a combination of sweet, spiced and medicinal notes. Ian’s innovative approach to whisky-making is especially notable here, resulting in Laphroaig®’s iconic signature flavour: complex, smokey and often polarizing.
For whisky lovers who have always wondered who built the undeniably iconic Laphroaig® distillery on a craggy shore on the Isle of Islay, the latest chapter of the Ian Hunter Story™ answers that very question. Who else but Ian Hunter? The second book of Ian’s story is dedicated to his tireless work building Laphroaig®’s distillery and infrastructure, and therefore, Laphroaig®’s icon.
The latest instalment delves deeper into Ian’s innovation in the very fabric of the distillery. Having introduced American oak, ex-Bourbon barrels to the maturation process, Ian realised the distillery itself would have to expand to keep pace with the changes he was to make. Although he may not have realised it at the time, Ian’s expansion of the Laphroaig® distillery would one day become a worldwide icon.
Ian’s tireless work on building the Laphroaig®’s iconic infrastructure ensured that the exquisite and distinctive whisky, that matures gently inside the warehouse while drawing on the flavour of the wood and breathing in the stormy Atlantic climate over 30 years, reaches its friends the world over.
The legendary Ian Hunter
At times polarising but highly regarded and loved by those who knew him best, Ian Hunter is one of the most important figures in the history of single malt whisky. His influence on Islay – one of the most famous whisky-producing regions – cannot be overstated.
Ian joined the distillery in 1908 as the youngest member of the Johnston family. His relatives, the brothers Donald and Alexander Johnston had founded the distillery in 1815. His arrival had a lasting legacy on the distillery that is still used to this day as he is credited with doubling the production and successfully exporting Laphroaig® whisky around the world.
One of his biggest successes was managing to sell Laphroaig® to America during Prohibition. Ian managed to do this by leveraging the spirit’s unique character, which meant that it could be sold for medicinal purposes.
John Campbell, Laphroaig® distillery manager, comments: “You cannot enjoy Laphroaig®’s exquisitely smokey and complex liquid, without paying homage to the legendary Ian Hunter. His influence in our whisky production techniques and our iconic brand as a whole is undeniable. The second book in our Ian Hunter Story™ celebrates his legacy in shaping Laphroaig® to what it is today.”
The limited edition whisky will be available from selected retailers for an RRP of £760.
BOWMORE UNVEILS ‘THE ART OF TIME®’
UNLOCKING AND CELEBRATING A LEGACY OF OVER 240 YEARS
London, 17th September, Bowmore unveils a new major global campaign celebrating the ‘The Art of Time®’, since 1779. For the first time, we will tell the Bowmore story in depth, unlocking the rich layers of our heritage and paying homage to the craftsmanship and legacy behind our single malt.
‘The Art of Time’ is a global marketing campaign, which will be released in October 2020. It will be deployed across traditional media, social and digital commerce platforms with new still and dynamic content, secondary imagery and a set of key visuals. It will also be executed in stores with dedicated displays for mass retail, and premium visibility and window displays for whisky specialists and department stores, and for events.
‘The Art of Time’ tells the story of Bowmore’s exceptional quality and how our whiskies benefit from the power of time, becoming even more beautiful and precious over the years.
Bowmore is a pioneering house and the oldest licensed distillery on Islay; we have been refining our craft for over 240 years, and we still handcraft our malts today. ‘The Art of Time’ is central to the way we make our whisky. We invest more time than necessary at every stage of our process. We have our own proprietary malt barns, hand-turning our barley. We allow for perfectly timed fermentation periods. And we take our time to hand-select our casks, nosing every single one before it is filled with our new make. This care and attention to detail is what creates the complex balance of not just mild smokiness, but also maritime minerality and fresh stone fruit notes which is so characteristic of our timeless house style. This is the reason why Bowmore ages like no other, making us one of the world’s most collectible Islay malts today.
‘The Art of Time’ has provided the canvas for a refreshing new approach to Bowmore, ensuring a single identity across the core and prestige range, featuring a striking new colour palette and visual feel, inspired by the Islay coastal landscape coming together with the whisky itself.
For the campaign’s distinctive new visuals, Bowmore has drawn inspiration from its stunning surroundings, specifically Islay’s black stone formations that also surround our distillery. These formations have a strong connection to Bowmore’s own story, and Islay is home to some of the oldest strata in the world. These rocks have been shaped over a long period of time, transformed by seasons and enriched by the wild elements, just like our whisky.
Black stones also bring us back to the origins of the Bowmore name. Some historians believe it to be derived from a small black reef just outside Lochindaal whilst others reference the Norse for sunken rock, bogha mor, as its origination. Whichever may be true, this black stone is meaningful to our home and our name. It is central to our new visual identity and the foundation of our new key visual, leveraging black rocks as a metaphor to visually bring to life the layers of time and its transformative power. From rough beauty, our new make, to the smoothest layer of all, our Bowmore whisky, Bowmore is a masterpiece sculpted by time.
Céline Daniel, Global Marketing Manager at Bowmore, comments, “We are delighted to unveil our new ‘The Art of Time’ campaign, bringing Bowmore to life in a bold new way but importantly, remaining grounded in our history and roots on Islay. This is the first time we will be exploring Bowmore’s history and craftsmanship with such depth and with such consistency at a global level.
“We believe that Bowmore is a work of art, and our understanding and respect for time is central to how and why we craft our whisky. With this campaign, we will show how Bowmore uses time to transform our celebrated single malt into a true masterpiece. By drawing inspiration from the black rocks surrounding our distillery, we are also paying homage to the way time has shaped not only our whisky, but also Islay itself.”
‘The Art of Time’ global campaign is launching shortly after Bowmore announced its first collaborative creation with Aston Martin in August 2020, the Black Bowmore DB5 1964, a striking concept which brings together an iconic whisky and a legendary car in a bottle of equal parts, featuring exceptional single malt and a genuine Aston Martin DB5 piston with only 25 bottles* for sale. This partnership with Aston Martin reinforces Bowmore’s commitment to taking the time to create something special, with the craft and patience required to make sports cars and single-malt Scotch whisky very much intertwined.
6 August 2020, Islay, UK – Bowmore® Islay Single Malt Scotch Whisky and Aston Martin have unveiled their first collaborative creation; Black Bowmore DB5 1964. A striking concept which brings together an iconic whisky and a legendary car in a bottle of equal parts, featuring exceptional single malt and a genuine Aston Martin DB5 piston.
With only 25 bottles for sale, this exceptionally rare Black Bowmore DB5 1964 is a celebration of time; a definitive moment in history for both Bowmore and Aston Martin. It is also a celebration of shared values and passions; showcasing great innovation and invention.
A beautifully inspiring masterpiece; this unique, handcrafted vessel houses an equally exceptional single malt, Black Bowmore. Inspired by the past, but truly breath-taking in today’s world. The significance of 1964 is paramount. This represents a truly defining era of evolution for both Bowmore and Aston Martin.
For Bowmore, 1964 is arguably one of the most significant points in the distillery’s 240-year history. The arrival of a new boiler saw the distillery enter the modern age of distilling as coal fires made way for steam in heating the stills. It was the first distillation from this new boiler that produced the spirit which was to become the iconic Black Bowmore; a sublimely rich and decadent single malt, reflected in awe-inspiring deep darkness.
First distilled on 5 November 1964, over the years Black Bowmore has become one of the rarest and most sought-after single malt whiskies ever created. This latest release represents only the sixth bottling of this exquisite single malt. Since 1993, only around six thousand bottles of Black Bowmore have been made available, thus adding to the desirability of this iconic whisky.
David Turner, Distillery Manager at Bowmore commented “1964 represents a significant date in the modern history of the distillery. Not only a key moment in how we distilled our spirit, but perhaps even more significant as this very spirit went onto create Black Bowmore. These defining moments are fundamental to the history of Bowmore. This collaboration with Aston Martin has allowed us to once again showcase this iconic single malt in the most incredible way.”
For Aston Martin, this was the era of their most iconic car. Launched in 1963 to considerable acclaim, the Aston Martin DB5 is now widely regarded as ‘the most famous car in the world’, not least by virtue of its links to the world’s most celebrated secret agent in 1964.
On its debut the DB5 represented a subtle but important evolution over its immediate predecessor, the DB4 Series 5, not least by virtue of an increase in engine capacity to 4.0-litres. This of course made the DB5 that much more of a sporting saloon which, combined with its exceptional styling, helped it to become one of the most desirable and admired sports cars of its generation. Sir David Brown, the then owner of Aston Martin Lagonda and the man who gave his initials to the ‘DB’ lineage, said of the car: “I believe it is the essential character of the DB5, and its ability to perform perfectly in all conditions, that makes this car so intensely satisfying to own.” It is this relentless pursuit of power with purpose that still helps to define the appeal of Aston Martin today.
Marek Reichman, Executive Vice President and Chief Creative Officer of Aston Martin Lagonda, said: “This exciting new association with Bowmore gives us the perfect opportunity to celebrate a vital part of our star-studded history by combining the unrivalled appeal of the iconic DB5 with the cultured flavours of this world-renowned single malt.”
In keeping with a commitment to true craftsmanship, the Black Bowmore DB5 bottle itself is handcrafted by Glasstorm, a bespoke contemporary glass studio, based in North East Scotland. With over 50 years of glass design, sculpting and creative expertise, each bottle took up to one week to be complete, reflecting the continued thread of attention to detail and skill which defines this collaboration.
Black Bowmore DB5 1964 is presented in a handmade presentation box; itself a work of art. Inspired by the distillery’s coastal home, the deep blue colour and wave embossing evoke a true sense of place. Created from the finest string-grain calfskin, featuring a custom solid brass latch and hinges, plated with nickel, reflective of the DB5.
The partners are set to unveil a series of collaborative projects and products over the coming months and years, ranging from exceptional experiences to design-led product initiatives with the goal of offering fans of the brands, across a broad spectrum, the opportunities to connect with the partnership.
As world class luxury brands Bowmore and Aston Martin urge consumers never to drink and drive. Drink Smart® messaging will be integrated into all brand activations around the partnership; while the dedicated Drink Smart® platform ensures communication with legal-purchase age adults about making informed, responsible choices.
Black Bowmore DB5 1964 will be available from late Autumn 2020 with an RSP of GBP£50,000.
On the eye:
Deep obsidian black
Layers of ripe exotic fruits and creme caramel. As time moves on soft tobacco smoke,
aromatic orange peel and rich black cherry come to the fore.
Intense flavours of mango, passion fruit and acacia honey interwoven with a powerful combination of coffee and tobacco smoke
A wonderfully long and decadent finish with tropical fruits and spice, defining over 240 years of craftsmanship
Cask type: Williams & Humbert Walnut Brown Oloroso Sherry Butt
Edition: 27 bottles
3rd June 2019: Bowmore has been awarded gold medals for its 15-Year-Old and 18-Year-Old in the Whisky category at the International Spirits Challenge (ISC) 2019. Such an accolade from the ISC is regarded to be the most respected and sought after in the drinks industry, due to the stringent nature of the judging process.
The Bowmore 15-Year-Old and 18-Year-Old passed a scrupulous blind tasting by a world-renowned expert panel of specialist judges to beat strong competition to win the prestigious accolade of gold. The quality of Bowmore’s craftsmanship and liquid is reflected in this superb result.
Matured first in bourbon barrels then Oloroso casks, there’s no finer example of a sherry cask finish than the Bowmore 15-Year-Old. It’s the final three years spent in Oloroso sherry casks that gives Bowmore 15-Year-Old the rich, deep colour and robust warming finish.
Cosseted away in the finest, hand-selected oak casks and allowed to mature at its own sedate pace, the Bowmore 18-Year-Old is one of the most remarkable, perfectly balanced single malt scotch whiskies of its kind. One of the rarest whiskies, bottles of Bowmore 18-Year-Old may be limited, but there’s no end to its enjoyment.
Awards Organiser Justin Smith said: “This ISC grows every year, with producers entering a diverse mix of spirits from across the globe who are looking to benchmark their spirit at the very highest level”.
Chiara Giovanacci, International Marketing Manager Malts for Beam Suntory, commented: “Both the Bowmore 15-year-old and Bowmore 18-year-old are exceptional whiskies meticulously matured and sitting proudly at the heart of our portfolio. To be recognised by such a prestigious and respected awards organisation demonstrates their qualities as two of the finest aged single malts in the world.”
Now in its 24th year, the ISC is the premier event in promoting outstanding quality spirits from across the globe. The competition is founded on a rigorous and independent judging process, which serves to encourage the high calibre of spirits and designs entered into the competition each year. Receiving more than 1,700 entries from nearly 70 countries worldwide, the ISC is a truly global competition. It is supported by many of the world’s leading spirits producers as the international standard for quality and excellence.
For the Tasting Awards, a highly controlled operation is held over fifteen days of intense blind tastings by panels of more than 50 respected and experienced industry professionals. Samples are delivered to the judging area in flights of numbered tasting glasses to ensure the accuracy of the blind tasting. Each judge assesses products according to their age, region and variety which is then determined by the entrant and verified by the chairman.
Such a precise judging process has provided the basis of the strong reputation the ISC has established for rewarding quality and celebrating excellence.
Full results have been released and published on the International Spirits Challenge (ISC) website, www.
On 10th July, the world’s leading drinks producers and design specialists will gathered at The Plaisterers Hall, London for the annual ISC Awards Dinner. Paying tribute to some of the finest spirits, and packaging designs in the world, results for categories are announced with the evening highlights, which include the acclaimed Trophies, Producer of the year, Distiller of the Year, Supreme Champion Spirit and Special Recognition awards.
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