Laphroaig, one of the world’s most distinctive single malts, has announced the travel retail rollout of Laphroaig 12-Year-Old, expanding to major international airport hubs to meet growing consumer demand. The phased release begins in Paris this month, 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 dedicated tasting bars to drive traveller engagement. This focus on direct sampling proved highly effective in turning trial into purchase, confirming the strong appeal of the release among travelling whisky drinkers.
To support the rollout this year, Laphroaig has created dedicated experiential activation spaces with custom tasting bars, where whisky enthusiasts will be invited to explore the brand and unforgettable taste of Laphroaig 12-Year-Old. To further elevate the experience, fans will receive a branded keychain and gifting bag with their purchase.
Laphroaig 12-Year-Old is matured in carefully selected 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, this expression celebrates the unmistakeable Laphroaig character and 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.
Gareth Jones, Suntory Global Spirits general manager, GTR Europe and Americas, comments: “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 12-Year-Old’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.”
For more information, please visit www.laphroaig.com and follow @laphroaig on Instagram.
