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
£30.00, AVAILABLE NOW FROM WWW.LAPHROAIG.COM/SHOP
FOR DECEMBER DELIVERY
UK, 28 November 2016: Tis the season for giving and sharing…opinions. Get into the spirit
with a limited edition Laphroaig® festive jumper. Whether it’s a gift for a loved one or a treat
for you, this fun jumper is the ideal way to spark conversation around the dinner table this
holiday season. Available from the Laphroaig® online shop, wear it with pride and express
your opinion on this divisive single malt, however wild or wonderful.
A SPECIAL SEASONAL RELEASE
Last year’s Laphroaig® festive jumpers sold out in just 24 hours and with
only 1,000 limited edition jumpers available this winter, get your hands on
one now before its too late!
Embroidered with a seasonal Fair Isle pattern and the Laphroaig®
#OpinionsWelcome™ slogan, this festive jumper is ideal for whisky
enthusiasts who have an opinion and are not afraid to wear it.
LOVE IT OR HATE IT
Whether you love the medicinal flavours of Laphroaig® or hate its smoky
scent, it cannot be denied that Laphroaig® divides opinion.
#OpinionsWelcome™ celebrates the hugely varied descriptions of
Laphroaig® and this unique festive jumper champions them, urging lovers
(and haters) to profess their feelings for the whisky this winter.
The unisex Laphroaig® festive jumper is available in size S, M, L and XL.
To get yours now, visit www.laphroaig.com/shop.
20 April 2015: Established in 1815, this year sees the 200th anniversary of Laphroaig® Islay Single Malt Scotch Whisky. To commemorate this landmark celebration, Laphroaig is proud to announce a very special and limited release of Laphroaig 15 Year Old.
A long revered expression in the Laphroaig range, Laphroaig 15 Year Old was originally launched more than 30 years ago, with a lower level of peat and a higher bottling strength of 43% all combining to give the whisky a mellow, rounded taste, its briny orchard fruits adding bite and depth, the overall feel rich and smoky.
Laphroaig Distillery Manager John Campbell decided to re-release this product, one of his long-time favourites, in celebration of Laphroaig’s 200th anniversary. Beautifully made, Laphroaig 15 Year Old pays homage to the original edition, answering the call for its return by many a long term friend, while at the same time introducing new fans of Laphroaig to a whisky that they have yet to taste.
Laphroaig has been dividing opinions for 200 years, always garnering strong and interesting points of view through the years. Some of these varying opinions are featured in videos as part of the Laphroaig Opinions Welcome campaign, which can be viewed at www.laphroaig.com/opinions.
Laphroaig 15 Year Old will continue to welcome a multitude of different global perspectives on the divisive whisky with the launch of ‘200 Opinions Wanted’ – a competition to celebrate the very best Laphroaig opinions from around the world. Two-hundred of the most unique opinions will be displayed as individual tiles on the distillery wall and the authors of the very best of them will be rewarded with a trip to Islay to attend “Laphroaig Live,” a global whisky event held at the historic Laphroaig Distillery for the first time in nine years. In addition to the distillery’s 200th anniversary, this year also marks the 21st birthday of Friends of Laphroaig, the brand’s loyal group of fans and supporters. Much of this year’s Laphroaig Live is designed with them firmly front of mind. All the more reason to celebrate!
Laphroaig 15 Year Old will be available in May 2015 in all good whisky retailers with a RRP of £75.00 with additional new releases planned across the year.
Issued by The BIG Partnership on behalf of Maxxium UK, UK distributors of Laphroaig.
For further information please contact: Sarah Fearon or Laura Hutchinson at The BIG Partnership on 0131 557 5252 or email: firstname.lastname@example.org or email@example.com Please enjoy our brand responsibly. www.drinkaware.co.uk
Laphroaig Single Malt Scotch Whisky, distributed by Maxxium UK, has been awarded the Whisky Visitor Attraction of the Year in Whisky Magazine’s global Icons of Whisky 2014 competition.
The annual industry awards, organised by Whisky Magazine, recognise the very best people and places in the whisky industry around the world. The awards involve country heats to find the best companies in the leading whisky nations of the world, which then compete against each other for the overall Icons of Whisky.
Laphroaig Distillery Manager, John Campbell said: “As the No.1 selling Islay single malt whisky we are thrilled to be recognised as one of Whisky Magazine’s prestigious global Icons of Whisky. For nearly 200 years, we’ve worked hard to ensure that the distillery reflects the same distinctiveness one would find in a bottle of Laphroaig. From guided tours to our Friends of Laphroaig loyalty program, we welcome visitors into the family by gifting a plot of Islay land they can call their own while offering a truly memorable experience.”
The Whisky Magazine editorial panel noted that the Laphroaig Distillery “offers a warm welcome to visitors from across the world. From a walk through tour to owning your piece of Islay, Laphroaig has stamped its mark on the visitor [centre] experience.”
The Laphroaig Distillery also won the Scottish Icons of Whisky last year and is the current holder of the Drammie award for best distillery tour in the world, which it has won for two consecutive years.
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