Suntory Global Spirits is rolling out the 12-year-old iteration of single malt brand Laphroaig across “major international airport hubs”.
The phased expansion of the scotch whisky’s presence will begin in Paris this week, followed by airports in Beijing and Taipei next month and in Delhi, Mumbai and Seoul in May. Supporting activity will include tasting bars and free branded gifts with purchases.
The move follows the “successful debut” of the 12-year-old Laphroaig in global travel retail last year as part of the first permanent ‘House of Suntory’-branded store in Oceania. The outlet, in Sydney airport, is managed through a partnership with GTR operator Geb Heinemann’s division in the region.
“This focus on direct sampling proved highly effective in turning trial into purchase,” SGS said, “confirming the strong appeal of the release among travelling whisky drinkers.”
The brand owner’s GM for GTR in Europe and the Americas, Gareth Jones, added: “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 … 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 … bold, smoky taste that makes it unforgettable.”
In September, Suntory Global Spirits recruited actor Willem Dafoe to front the latest activation from Laphroaig’s worldwide marketing platform.
