INDIA. Suntory Global Spirits has debuted its limited-edition Laphroaig collaboration with actor Willem Dafoe in Indian travel retail through partnerships with Ospree Duty Free and Delhi Duty Free.
The Willem by Willem 14 Year Old single malt will roll out at Ospree Duty Free from September before arriving at Delhi Duty Free in the first week of October.
The India launch will be highlighted by high-profile promotions at Ospree Duty Free, where the hero bottle will feature alongside dedicated point-of-sale materials, the campaign film starring Dafoe and bold key visuals.
The activation also encourages smoky whisky enthusiasts to become part of the global Friends of Laphroaig community.
As part of the experience, participants can place a personalised flag with their name and country of origin into a piece of turf, building a collective display that reflects Laphroaig’s international following.
The promotion will also reward new Friends of Laphroaig members with 50 bonus points upon joining.
Willem by Willem builds on the brand’s collaboration with Dafoe, who became a ‘Friend of Laphroaig’ last September.
Dafoe chose the expression in collaboration with Laphroaig Senior Whisky Maker Sarah Dowling, selecting the whisky based on personal connection and tasting experience, rather than tasting notes or production methods.
Dafoe said: “It was a pleasure learning about each of the whiskies shortlisted to be ‘the one’. I made my final choice based on the whisky that evoked the most curiosity about its taste – something I still can’t put my finger on, but that’s half the fun.
“For me, when I sip Willem by Willem I experience… you tell me. For all who drink it, I hope the whisky will inspire discussion.”
Bottled at 53.7% ABV and finished in oloroso casks, the 14 Year Old single malt offers no tasting notes, echoing the ‘no notes’ approach from filmmaking, which describes a performance so complete that it requires no direction. It instead invites enthusiasts to interpret the whisky through their own tasting experience.
Dowling commented, “Our experience with whisky is so personal, from how we drink it – whether neat, with water or in a cocktail – to the different opinions about its taste.
“It was important to Willem and me that we selected a rich and complex spirit, unmistakably Laphroaig, but which allowed people to interpret and enjoy it in their own way. The whisky speaks for itself and I look forward to hearing what it is saying to people around the world.”
Suntory Global Spirits General Manager CoE GTR and MEA Ashish Sagar added, “Global travel retail plays a vital role in introducing consumers to the world’s most distinctive spirits and Laphroaig is a brand that rewards curiosity and discovery.
“Willem by Willem is a unique expression of that spirit. It is a whisky that invites travellers to experience, interpret and share their own perspective. We are proud to bring this remarkable release to key airports around the world and create memorable moments for whisky enthusiasts everywhere.” ✈
