Suntory Global Spirits has announced the travel retail roll-out of Laphroaig 12yo Islay single malt whisky, expanding to major international airport hubs to meet growing consumer demand.
The phased release of the travel retail exclusive expression began in Paris in March, followed by Taipei and Beijing in April. The expansion continues through May in Seoul, Delhi and Mumbai.
This global expansion follows the successful debut with Gebr Heinemann, which featured tasting bars to drive traveller engagement.
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| Laphroaig 12yo travel retail exclusive Islay single malt whisky |
To support the roll-out this year, Laphroaig has created dedicated experiential activation spaces with custom tasting bars. To elevate the experience, fans will receive a branded keychain and gifting bag with their purchase.
Laphroaig 12yo is matured in American oak ex-bourbon barrels and bottled without chill filtration at 46%abv to retain its full natural aroma. Designed to appeal to both established lovers of Laphroaig and emerging whisky-curious travellers, it can be served neat, with ice, or with a splash of water to reveal notes of stewed apple, heather honey and seaweed.
Gareth Jones, Suntory Global Spirits General Manager, Global Travel Retail Europe and Americas, said: “Travel retail is a vital channel for Laphroaig, allowing us to connect with whisky enthusiasts worldwide and when they’re open to discovery and experimentation. Following the 12yo’s hugely successful debut last year, we believe this remarkable new age statement will continue to have strong appeal with travelling consumers across international hubs. Combining activations with tastings is key for loyal fans and curious newcomers to experience Laphroaig’s iconically bold, smoky taste that makes it unforgettable."
