Launching in October, Laphroaig 12-Year-Old will initially be available exclusively through Gebr. Heineman’s travel retail network, for a limited three-month period
The iconic Islay distiller Laphroaig has unveiled its new 12-Year-Old, a bold addition to its global travel retail exclusive portfolio. Underlining brand owner Suntory Global Spirits’ long-standing and successful partnership with Gebr. Heinemann, Laphroaig 12-Year-Old will be available exclusively through the retailer’s travel retail network from 1st October until 31st December, before rolling out to the wider global travel retail (GTR) channel from 1st January 2026.
Drawing inspiration from the expression’s signature aromas of smoke, sea and apples, the supporting advertising campaign is centred around the evocative concept of a “smoky beast.”
A new chapter for Laphroaig
Designed to appeal to both established lovers of Laphroaig and emerging ‘whisky-curious’ travellers, this single malt represents a new anchor for the travel retail range. It is set to enhance the brand’s offering in the channel and reduce barriers to purchase with its clear and recognisable age statement.
Celebrating the unmistakeable Laphroaig character, this remarkable aged single malt offers a bold, inviting flavour full of sweetness, salt and smoke. It can be served neat, with ice, or with a splash of water to reveal notes of stewed apple, heather honey and seaweed.
Non-chill filtered and bottled at 46% ABV, Laphroaig 12-Year-Old is matured in American oak ex-bourbon casks for two years longer than its domestic 10-Year-Old counterpart.
Dr. Calum Fraser, Master Blender, Laphroaig, comments, “Laphroaig 12-Year-Old is a significant milestone for us. This new whisky embodies the perfect balance between our signature peated intensity and the refined influence of time. We’re very excited to share it with whisky lovers as they travel.”
The launch of Laphroaig 12-Year-Old will be supported throughout October and November by high-profile activations at Frankfurt and Munich Airports, followed by another prominent activation at Vienna Airport from December through January 2026.
Gareth Jones, Suntory Global Spirits General Manager, GTR Europe and Americas, comments, “The launch of Laphroaig 12-Year-Old brings a bold balance of familiarity and discovery to the brand portfolio. As the top-selling Islay malt whisky, Laphroaig has long resonated with whisky lovers across the globe, and we believe this new age statement will hold huge appeal for today’s discerning travelling consumers. We are delighted to partner with Gebr. Heinemann for an exclusive three-month period, ahead of the wider global travel retail release.”
Gebr. Heinemann heads of marketing, Nadja Gamm and Ann-Kathrin Fürer say, “With this exclusive launch, we are creating a truly memorable moment for travellers. By bringing Laphroaig 12-Year-Old to travel retail first, we are not only offering a unique product but also enhancing the journey itself – turning a purchase into a special experience. We deeply value our trusted partnership with Suntory Global Spirits and thank them for their continued confidence in Gebr. Heinemann, which has led to such a remarkable collaboration.”
