- Lagavulin launches 'Beyond the Smoke' campaign to redefine Scotch perceptions.
- Lagavulin 16 Year Old receives a Platinum award at the 2024 San Francisco Wine and Spirits Awards.
- Notable partnerships include Racquet tennis magazine and Highsnobiety fashion publication.
Lagavulin Single Malt Scotch Whisky has unveiled its new 'Beyond the Smoke' marketing campaign, marking a bold move to redefine the perception of Scotch and highlight its versatility. This initiative aims to inspire whisky enthusiasts to explore the dimensions that make Lagavulin iconic, transcending its renowned smoky flavor.
The campaign prominently features the Lagavulin 16 Year Old, a signature marque that recently received a Platinum award at the 2024 San Francisco Wine and Spirits Awards. This accolade underscores the whisky's consistent quality and appeal.
Directed by MIKE+JIM, the campaign's hero spot showcases a seamless journey from a Brooklyn bar to Islay's Lagavulin Distillery, narrated by Nick Offerman. It beautifully transitions through various sophisticated settings, illustrating how Lagavulin complements modern lifestyles while maintaining its storied heritage.
Lagavulin is also collaborating with Racquet, a tennis magazine, and Highsnobiety, a fashion publication, as part of its strategy to reach new audiences. These partnerships aim to challenge traditional perceptions of Scotch whisky, proving its adaptability to diverse and contemporary settings.
Innovative cocktails featured in the campaign include the Spicy Margarita, substituting mezcal with Lagavulin 16 Year Old, and the Smokey Cokey, which blends the whisky's peaty depth with cola. These inventive serves highlight Lagavulin's versatility beyond neat or on-the-rocks consumption.
With over 200 years of history, Lagavulin continues to represent a blend of heritage and innovation, embodying the evolving enjoyment of whisky. The 'Beyond the Smoke' campaign will stretch across various media channels, ensuring the whisky's rich character and complexity reach a national audience effectively.
For more information about Lagavulin Islay Single Malt Scotch Whisky, visit malts.com or follow on Instagram at @lagavulinwhisky. Enjoy responsibly.
