Laphroaig is introducing its limited-edition Islay single malt whisky, Willem by Willem, to travel retail – the latest chapter in Laphroaig’s partnership with cult actor Willem Dafoe.
London Heathrow Airport Terminal 5 hosted an activation in August, marking the first stop in an international roll-out across key airport locations.
Dafoe, who became a Friend of Laphroaig last September, selected the Willem by Willem spirit with Laphroaig’s Senior Whisky Maker, Sarah Dowling. Instead of focusing on tasting notes and process, he chose the peated whisky that sparked his curiosity and delivered the most memorable tasting experience.
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| Friend of Laphroaig Willem Dafoe and his Willem by Willem single malt whisky |
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.”
Inspired by the film industry “no notes” phrase, meaning a performance so confident and complete it needs no direction, the launch excludes tasting notes. Instead, fans worldwide are invited to form their own interpretation of the whisky’s taste.
Dowling said: “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.”
Friends of Laphroaig community
The Heathrow introduction was supported by a prominent high profile promotion in partnership with Avolta, delivering exposure both in-store and across the retailer’s digital ecosystem. Within a dedicated bar space, a Claim Your Turf activation invited smoky whisky fans to join the global Friends of Laphroaig community. Friends were able to plant a flag with their name and country of origin into a piece of turf, creating an evolving visual celebration of fans from across the globe.
The experience showcased Willem by Willem through the hero bottle, dedicated point-of-sale materials, the campaign film starring Dafoe, and striking key visuals.
Legal drinking age shoppers were invited to sample expressions including Laphroaig Four Oak through Paloma and Bubbles cocktails. Gifts with purchase were available, including a seaweed gift bag, a welly keychain and 50 bonus Friends of Laphroaig points, to welcome new consumers into the community.
Ashish Sagar, General Manager CoE Global Travel Retail and MEA at Laphroaig brand owner Suntory Global Spirits, said: “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.”
Willem by Willem is a 14yo, Oloroso cask-finished whisky (53.7%abv), priced domestically at $142. Following the Heathrow T5 launch, the airport roll-out will continue this autumn in Singapore Changi, Mumbai Chhatrapati Shivaji Maharaj, Delhi Indira Gandhi and Dubai.
