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.
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
Tuesday 22 March 2016: To celebrate a legacy of producing the world’s most richly flavoured single malt, Laphroaig announces the highly-anticipated launch of Laphroaig Lore, known as the richest of the rich.
A body of traditions and knowledge on a subject or held by a particular group, typically passed from person to person by word of mouth.
Distributed by Maxxium UK and crafted by Laphroaig Distillery Manager John Campbell, Laphroaig Lore is drawn from a variety of casks including first-fill Bourbon barrels, quarter casks and Oloroso Sherry hogsheads to create a unique richness.
As the name suggests, this new expression is inspired by traditions and tales passed down from generation to generation of Laphroaig’s Distillery Managers since 1815.
Legend has it the Laphroaig lore began around 1800 when brothers Alexander and Donald Johnston invented and crafted a recipe for an extraordinarily rich single malt, even before the Laphroaig distillery officially existed in 1815. The recipe was further developed and refined in the 1920s by Laphroaig Distillery Manager, Ian Hunter, who pioneered the use of ex-Bourbon casks. Further chapters were added by the 20th century’s only female Scotch whisky distiller, Bessie Williamson, and by luminaries such as Iain Henderson.
Campbell comments: “Over the generations, distillery managers like me have made their own contributions to the quality and character of Laphroaig. From the founding of Laphroaig, these custodians have each made their own mark, whether it was drying the malting barley at lower temperatures than most, using two sizes of spirit still, pioneering the use of ex-Bourbon barrels, or reintroducing the quarter cask to Scotch whisky-making. Each of these decisions have made Laphroaig the unique, premium whisky it is today. We make the whisky we make because of what has been passed on down to us.”
Campbell adds: “Laphroaig Lore is the story of Laphroaig itself. It’s a massive whisky, as bold as it is deep, and one that I sincerely hope does justice to the many generations of Laphroaig distillery managers. It’s our story, bottled, the richest of the rich.”
Issued by The BIG Partnership on behalf of Maxxium UK, distributors of Laphroaig.
Laphroaig® Islay Single Malt Scotch Whisky continues to celebrate its bicentenary with the release of the Laphroaig 32 Year Old. The very special bottling, distributed by Maxxium UK, has been aged for over three decades in a single cask type.
Matured exclusively in a first-fill ex-Oloroso cask, the Laphroaig 32 Year Old is a whisky that has picked up all the flavours so typical of spirit laid down in ex-Sherry casks – the dark Christmas fruits, the nuts and spice, and at the same time possesses the extraordinary deli-cate balance common to old, excellent whiskies. It is an extremely rare and accomplished whisky.
On the nose the aroma of caramelised brown sugar is predominant, with notes of dark, bit-ter chocolate and nutmeg leading the palate, followed by a dry and lingering sherried oak finish.
Laphroaig 32 Year Old, an intensely rich single, malt will be available in October 2015 in selected specialist whisky retailers with a RRP of £750.00.
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
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