17th June 2019 – Beam Suntory’s Laphroaig® has been awarded a total of five medals at the 2019 San Francisco World Spirits Competition, including a coveted Double Gold for its PX Cask Travel Retail Exclusive.
The awards, from one of the most significant global competitions, further cements Laphroaig’s famously divisive liquid as a true icon of the whisky world.
The top awarded expression was Laphroaig PX Cask Travel Retail Exclusive, which scooped the much-coveted Double Gold with its intense and rich flavour. Matured in three different types of cask – American oak, Quarter casks and finally Pedro Ximénez casks – the whisky is an explosion of peat with a heavy sherried oak dryness.
Gold medals were also awarded to Laphroaig’s 10-year-old, Select and Quarter Cask expressions, showing that the famed divisive whisky is still winning plaudits across the globe for its unique expressions.
Select is created from carefully selected casks of each of the distillery’s key styles. Mostly, these are historic styles, with one notable addition: the heart of the spirit is drawn from a final maturation in American oak casks – rarely used for scotch whisky. Bottled at natural colour, the result is an exquisite Laphroaig with the trademark ‘peat reek’ matched by an additional layer of complexity and depth brought about by the fusion of the maturation styles and different oaks.
Laphroaig 10-year-old is the original Laphroaig, distilled the same way today as when Ian Hunter invented it more than 75 years ago. Those enjoying the 10 Year Old will first notice the bold, smoky taste, followed by a hint of seaweed and a surprising sweetness. This full-bodied variant is the foundation of all Laphroaig expressions and comes with a long finish.
Laphroaig Quarter Cask offers an irresistible doubling of flavour due to the double maturation in two casks made of American oak. Still-maturing whisky from our standard ex-bourbon barrels is transferred to quarter casks and left to rest in our warehouse just a stone’s throw from the Atlantic shore. This process represents Laphroaig breathing new life into a once-defunct tradition: the use of the smaller cask size, which ensures increased contact with the oak, creating a soft and velvety edge to complement Laphroaig’s distinctive peatiness.
John Campbell, Laphroaig Distillery Manager, comments: “Our whisky has been dividing opinions since 1815 and we embrace every one of them – the good and the bad. But that doesn’t mean we’re not incredibly proud when our whisky picks up an award, even more so when five of our whiskies do.”
“The PX Cask Travel Retail Exclusive is an exceptional liquid that has only been in our range for a few years, so to have it award a Double Gold is a terrific achievement for the whole distillery team.”
Alongside the Double Gold award and three Gold medals, Laphroaig Lore also picked up a Silver medal to round off an impressive showing from one of Scotland’s most esteemed distilleries.
Since its introduction in 2000, the SFWSC has become one of the most respected and influential spirits competitions in the world. And that means that the award is one of the most reliable and universal indications of spirits excellence.
The 2019 Competition was the biggest in its history, featuring more than 3,000 entries. Judges of the 2019 Competition were established spirits-industry experts, including: Anthony Dias Blue (Executive Director), author, editor, publisher, and one of the most influential food, wine, and spirits writers and lifestyle personalities in the U.S.A; Tony Abou-Ganim (Director of Judging), the Master-Mixologist, one of the leading pioneers of America’s craft cocktail movement; David Wondrich, James Beard Award–winning author and longtime
Spirits Writer for Esquire Magazine; Julie Reiner, the renowned bartender who has brought New York’s Flatiron Lounge and Clover Club rave reviews and top rankings among the best bars in the world; and Jeffrey Morgenthaler, of Clyde Common at Portland’s Ace Hotel, named America’s Bartender of the Year and the country’s Best Cocktail and Spirits Writer at the 2016 Spirited Award.
The robust judging process includes four days of highly controlled blind tastings, where the experienced judging panels taste every product to decide if it is medal-worthy. Judges do not receive any information on producer or price point, ensuring each spirit is judged fairly, equally, and without bias.
While tasting, judges evaluate each product on an individual basis—not compared to other entries in the flight. During this stage, judges determine which entries are worthy of a Gold, Silver, or Bronze medal. Entries that receive a Gold medal from all judges on a panel earn a Double Gold award.
More information about the competition and the winners can be found here: http://sfspiritscomp.com/
June 2019: Single Malt Whisky brand, Laphroaig has partnered with cinema network, Picturehouse Cinemas in a unique collaboration that will bring together the worlds of whisky and cinema through the lens of Laphroaig’s iconic and award-winning ‘Opinions Welcome’ positioning.
Launching in June, this articulation of ‘Opinions Welcome’ is part of a long term strategy for the brand that will introduce the UK’s favourite peaty whisky to a host of new consumers and forms part of the biggest investment put behind the brand. With Laphroaig dividing opinions since 1815, the campaign is the latest to invite people to discuss and share their opinions of the whisky and its unique flavour.
#OpinionsWelcome content will form a key part of the partnership, with bespoke idents being shown on-screen ahead of Picturehouse members screenings. Alongside this, Laphroaig will be sampled with the thousands of passionate cinema-goers who visit the 25 Picturehouse venues across the UK, allowing them to enjoy a peaty dram in the cinema environment.
Visitors will be encouraged to leave their own opinion of this award winning and much-loved whisky, to feed into the ever-growing bank of unusual and poetic opinions of Laphroaig. Previous opinions include “the perfect gift for someone you love or hate… or haven’t made your mind up about” and “smells like medicine. Tastes like soil. My whisky of choice”.
Alongside sampling, a number of on-screen branded advertisements in 60 and 30 second formats will run across Picturehouse, Everyman and Curzon sites prior to feature length films. A bespoke launch film will air during the partnership both at member and public screenings, during which friends try Laphroaig for the first time and compare their opinions – whether positive or negative.
With Laphroaig listed across all Picturehouse venues, bar staff will receive expert training in all things Laphroaig, enabling them to create the perfect cocktail for consumers including smoky twists on classics with a Popcorn Old Fashioned and Laphroaig and ginger. Training will also enable bar staff to educate guests on this famously unique liquid.
Nick Ganich, Head of Beam Suntory Brands at Edrington-Beam Suntory UK said, “Partnering with Picturehouse Cinemas is a fantastic opportunity for Laphroaig as it gives us the chance to put our much-loved but divisive whisky into the glasses of new consumers, encouraging them to share their unique thoughts. Cinema always stokes healthy debate, so it felt the ideal match to include Laphroaig, which instils similarly strong but divided opinion. Luckily, we welcome them all and we can’t wait to hear what people think.”
XX, XX, Picturehouse Cinemas said, “TO BE ADDED BY PICTUREHOUSE”
There will also be brand inclusion within Picturehouse newsletters and the printed magazine. Additionally, digital panel support and members content will showcase the partnership on-site.
The partnership between Laphroaig and Picturehouse Cinemas will start in June 2019 and continue throughout the year.
14th May 2019: Beam Suntory’s Laphroaig has announced the 2019 annual release of its Càirdeas series, Càirdeas Triple Wood Cask Strength. This exclusive bottling celebrates the Friends of Laphroaig and marks the annual Feis Ile festival on Islay.
The unique expression is a special triple maturation, first matured in ex-bourbon barrels, then in quarter casks and finally in European oak casks which previously held oloroso sherry. It is then barrier filtered and bottled at cask strength to create a punchy dram with Laphroaig’s signature richness of flavour and smoky taste.
On Islay there is a saying; We don’t make friends easily but the ones we do are for life. Launched in 1994, Friends of Laphroaig are fans, friends and followers of the distillery from all over the world. Never short of an opinion or two they help Laphroaig explore new expressions, attend tastings and sometimes even visit the distillery at Laphroaig’s home on Islay. To reward the loyalty of its following, each year Laphroaig launches exclusive bottlings within the Càirdeas series.
Càirdeas means ‘friendship’ in Gaelic and, each year, a limited-edition bottling is crafted by distillery manager and fifth generation Islay native, John Campbell, available exclusively to Friends of Laphroaig.
Feis Ile Festival
The unique edition is launched to coincide with the Feis Ile festival, which transforms Islay for seven days each summer into a global hub of whisky lovers. Some 3000 visitors descend on the Islay distilleries to enjoy exclusive tastings, talks from key figures in the industry, and revel in a shared passion amongst likeminded strangers. Laphroaig is one of the largest and most famous distilleries on the island, and the Càirdeas release is a celebration of the people who visit.
John Campbell, Laphroaig distillery manager, comments: “Our friends are very important to us at Laphroaig. It’s a polarising whisky, so it means a great deal that our fans remain loyal to our liquid and continue to push for newer expressions. Friends of Laphroaig gives us a great opportunity to engage with our supporters and give back to them with this exclusive Càirdeas whisky.”
The whisky is available online exclusively to Friends of Laphroaig and at the distillery now for an RRP of £77
Polished leather and tobacco leaves with spicy lemon and clementine zest. Subtle notes of golden syrup and rich heather honey, with autumn leaves, hazelnuts, vanilla fudge and a touch of white pepper and nutmeg. Dried camomile flowers and a touch of passion fruits.
Sweet with rich toffee, with dates, maple syrup, praline and crème caramel. Grilled chestnuts with tarte Tatin, marzipan and strong black pepper. Cedar wood, a touch of furniture polish and beeswax.
Sweet, long with caramel and spicy buttery fudge.
Best served neat, with ice or water, given the higher ABV of this cask strength dram.
Bottled at 51.4% ABV.
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.
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