|
Laphroaig and
Willem Dafoe take limited-edition
'Willem by Willem' to global travel
retail.
Laphroaig is bringing its
limited-edition 'Willem by Willem'
single malt to global travel retail,
with London Heathrow Terminal 5 hosting
the first airport launch from 1–11
August before the release rolls out to
major international travel hubs later
this year.
The bottling is the latest collaboration
between the iconic Islay distillery and
acclaimed actor Willem Dafoe, who became
a Friend of Laphroaig in September 2025
as part of the brand's campaign
celebrating the unmistakable character
of its peated single malt Scotch whisky.
Rather than selecting the whisky through
traditional tasting notes or production
specifications, Dafoe worked alongside
Laphroaig Senior Whisky Maker Sarah
Dowling to choose the expression that
intrigued him most 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."
In keeping with that philosophy, the
release deliberately arrives without
official tasting notes. Inspired by the
film industry's phrase "no notes"—used
to describe a performance that needs no
further direction—Laphroaig is
encouraging whisky drinkers to discover
the whisky for themselves and form their
own impressions of its flavour.
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 Heathrow Terminal 5 launch will be
supported by a High Profile Promotion (HPP)
activation in partnership with Avolta.
Travellers will be able to experience
the campaign through a dedicated bar
space, hero bottle displays, campaign
visuals and Dafoe's promotional film.
Visitors will also be invited to take
part in a 'Claim Your Turf' activation
by joining the Friends of Laphroaig
community and planting a personalised
flag into a display of turf, creating a
visual representation of Laphroaig fans
from around the world.
Alongside the limited edition, legal
drinking age travellers will have the
opportunity to sample a selection of
Laphroaig expressions, including Four
Oak served in Paloma and Bubbles
cocktails. A range of gifts with
purchase will also be available,
including a seaweed gift bag, a welly
keychain and 50 bonus Friends of
Laphroaig points for new members.
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
single malt matured before receiving an
Oloroso sherry cask finish. Bottled at
53.7% ABV, it carries a recommended
domestic retail price of $142 (USD).
Following its Heathrow debut, the
limited-edition release will expand this
autumn to Singapore Changi Airport,
Chhatrapati Shivaji Maharaj
International Airport in Mumbai, Indira
Gandhi International Airport in Delhi
and Dubai International Airport.
If you have no travel plans in the near
future you will find the Laphroaig
'Willem by Willem' 14 Year Old single
malt available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
|
