In true Laphroaig style, whisky fans can expect the unexpected when it comes to the tasting notes and flavour profiles.
Laphroaig, one of the world’s most distinctive single malts, is introducing its limited-edition single malt, ‘Willem by Willem’. The whisky will be available from September onwards at Mumbai Duty Free, and from the first week of October at Delhi Duty Free.
The release marks the latest chapter in Laphroaig’s partnership with cult actor Willem Dafoe, who became a ‘Friend of Laphroaig’ last September to celebrate the unforgettable taste of the globally-loved peated whisky. Dafoe 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 whisky that sparked his curiosity and delivered the most memorable tasting experience.
Dafoe says: “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 comments: “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.”
The India launch will be supported by prominent High Profile Promotion (HPP) activations at Mumbai Ospree Duty Free. The immersive experience will showcase ‘Willem by Willem’ through the hero bottle, dedicated point-of-sale materials, the campaign film starring Dafoe, and striking key visuals, encouraging travellers to explore both the limited-edition and the brand.
The activation will invite smoky whisky fans to join the global ‘Friends of Laphroaig’ community. Friends will be 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. New members joining the community will also receive 50 bonus Friends of Laphroaig points, welcoming them into the Friends of Laphroaig community.
Ashish Sagar, General Manager CoE GTR and MEA at Suntory Global Spirits comments: “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 14-Year-Old, Oloroso cask-finished whisky (53.7% ABV), available from September onwards at Mumbai Duty Free, and from the first week of October at Delhi Duty Free.
For more information, please visit laphroaig.com and follow @laphroaig on Instagram.
