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.
£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.
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.
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
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
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
Remaining true to its word, your opinion of Laphroaig® truly is welcome.
Find out more about sharing your opinion at www.laphroaig.com/opinions
Laphroaig® press information:
For more information or images contact the Laphroaig® press office:
Laphroaig@ldrlondon.com | +44 207 851 6629
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