Mumbai: Laphroaig, the iconic Islay single malt known for its bold and distinctive character, has announced a global partnership with cult actor Willem Dafoe, marking a first in the distillery’s 200-year history. The collaboration forms part of the brand’s ongoing ‘Unphorgettable’ campaign, celebrating individuality, curiosity, and those who embrace bold character.
The campaign debuts with a short film, ‘The Taste’, which captures Dafoe’s quest to define Laphroaig’s unique flavour, a taste that is both intense and impossible to describe. Drawing inspiration from his own life experiences, Dafoe also recites whimsical descriptions submitted by the whisky’s biggest fans, the Friends of Laphroaig. The film, along with the wider campaign, will roll out globally across digital, paid social, print, OOH, PR, and in-store promotions in markets including the US, UK, Germany, Austria, Belgium, Japan, Australia, and Global Travel Retail.
Chris Richardson, Managing Director of Suntory Global Spirits, Scotch and Irish, said, “Willem Dafoe is bold, curious, and impossible to define, much like Laphroaig itself. His uncompromising dedication to craft mirrors our own approach to whisky making. He is the ideal partner to bring to life the intense, unmistakable, and truly ‘unphorgettable’ flavour of Laphroaig, and to celebrate those around the world with character as distinctive as his.”
Reflecting on the film, Dafoe stated, “The first time I ever travelled overseas, I went to Scotland. I was a kid, and the first thing I thought when my feet touched down on the ground was, something feels familiar here. I feel at home. The land spoke to me, and it must be genetic because my grandmother was from Glasgow. ‘The Taste’ depicts that sort of familiarity that’s found when exploring Laphroaig. It’s the flavours and how they come together.”
In addition, award-winning mixologist Meaghan Dorman has crafted a bespoke cocktail, ‘The Other Island’, combining Laphroaig 10-Year-Old, fresh pineapple, lemon, spiced cinnamon syrup, Amaro Ciociaro, and prosecco. The cocktail launches at The Barley Mow pub in Mayfair, London—renamed ‘The Barley Dafoe’ for the campaign—before appearing in select global bars.
The partnership also extends to a limited-edition whisky, set for release in 2026. Developed with Laphroaig Senior Whisky Maker Sarah Dowling, the edition will reflect the distillery’s signature peat, smoke, salt, and subtle sweetness, capturing both Dafoe’s boldness and Laphroaig’s unmistakable character.
