Laphroaig has announced a global travel retail expansion for its 12-Year-Old single malt Scotch whisky, bringing experiential activations and bespoke tasting bars to major international airport hubs. The phased rollout begins in Paris this March, followed by Taipei and Beijing in April, with Seoul, Delhi, and Mumbai to follow in May.
The expansion follows what the brand described as a successful debut with retail partner Gebr. Heinemann, which featured dedicated tasting bars designed to drive traveler engagement and convert trial into purchase.
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To support the wider rollout, Laphroaig has created dedicated experiential activation spaces with custom tasting bars at each location. Whisky enthusiasts will be invited to explore the brand and sample the expression, with purchasers receiving a branded keychain and gifting bag.
Gareth Jones, Suntory Global Spirits general manager for GTR Europe and Americas, said: “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.”
Jones added: “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.”
He continued: “Combining activations with tastings is key for loyal fans and curious newcomers to experience Laphroaig’s iconically bold, smoky taste that makes it unforgettable.”
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Laphroaig 12-Year-Old is matured in American oak ex-bourbon barrels and bottled without chill filtration at 46% ABV. The expression is a travel retail exclusive positioned to appeal to both established Laphroaig drinkers and emerging “whisky-curious” travelers.
Official tasting notes from the brand describe a flavor profile full of sweetness, salt, and smoke. Served neat, with ice, or with a splash of water, the whisky reveals notes of stewed apple, heather honey, and seaweed.
The travel retail channel has become an increasingly important battleground for Scotch whisky brands in recent years. Operators have invested heavily in experiential retail concepts, recognizing that airport environments offer a unique opportunity to engage consumers in a discovery mindset. Suntory Global Spirits, which acquired the Laphroaig brand as part of its purchase of Beam Inc. in 2014, has been steadily building its presence in the channel.
Laphroaig, distilled on the island of Islay, is known as one of the most heavily peated single malt Scotch whiskies on the market. The distillery has held a Royal Warrant since 1994.
