UK. Suntory Global Spirits is expanding Laphroaig’s collaboration with actor Willem Dafoe through the launch of the limited-edition Laphroaig 14 Year Old single malt in global travel retail, debuting at London Heathrow Airport Terminal 5, in partnership with Avolta.
Running from 1-11 August, the Willem by Willem activation will later roll out to key airports, including Singapore Changi, Mumbai Chhatrapati Shivaji Maharaj International, Delhi Indira Gandhi International and Dubai International this autumn.
Bottled at 53.7% ABV, the single malt is offered at a domestic recommended retail price of US$142.
The Heathrow launch will be highlighted by a high-profile promotion (HPP) campaign designed to maximise visibility both in-store and across the retailer’s digital channels.
The activation centres on a dedicated bar space, where the ‘Claim Your Turf’ experience encourages smoky-whisky enthusiasts to become part of the global ‘Friends of Laphroaig’ community.
As part of the experience, participants 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.
Supporting the activation are hero bottle displays, dedicated point-of-sale materials, the campaign film starring Dafoe and key visuals, inviting travellers to explore the limited-edition and the Laphroaig collection.
Guided tastings will also be offered to travellers of legal drinking age, showcasing Laphroaig Four Oak through Paloma and Bubbles serves.
To complete the experience, a range of gifts with purchase will be available, including a seaweed gift bag, a welly keychain and 50 bonus Friends of Laphroaig points, welcoming new consumers into the brand’s global community.
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.”
The whisky 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 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.” ✈
