Laphroaig has introduced its limited-edition single malt ‘Willem by Willem’ to global travel retail, selected by actor Willem Dafoe alongside the distillery’s senior whisky maker. The rollout begins at London Heathrow Airport Terminal 5 with an activation running from August 1 to 11, marking the first stop of an international launch across key airport locations.
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READ THE STORYThe release is the latest chapter in Laphroaig’s partnership with Dafoe, who became a ‘Friend of Laphroaig’ in September 2025.
Dafoe selected the ‘Willem by Willem’ spirit with Laphroaig’s senior whisky maker, Sarah Dowling. Rather than focusing on tasting notes and process, he chose the whisky that sparked his curiosity and delivered the most memorable tasting experience.
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“It was a pleasure learning about each of the whiskies shortlisted to be ‘the one’,” said Dafoe.
“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.”
The launch is inspired by the film industry phrase “no notes,” meaning a performance so confident and complete it needs no direction. Accordingly, the release excludes tasting notes. Instead, fans worldwide are invited to form their own interpretation of the whisky’s taste.
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“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,” said Dowling.
“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 introduction will be supported by a High Profile Promotion activation in partnership with Avolta, delivering exposure both in-store and across the retailer’s digital ecosystem.
Within a dedicated bar space, a ‘Claim Your Turf’ activation will invite smoky whisky fans to join the global ‘Friends of Laphroaig’ community. Members will be able to plant a flag with their name and country of origin into a piece of turf.
The experience will showcase ‘Willem by Willem’ through the hero bottle, point-of-sale materials, the campaign film starring Dafoe, and key visuals.
Shoppers can also sample Laphroaig Four Oak through Paloma and Bubbles serves. Gifts with purchase will be available, including a seaweed gift bag, a welly keychain and 50 bonus Friends of Laphroaig points.
“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,” said Ashish Sagar, general manager CoE GTR and MEA at Suntory Global Spirits.
“‘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.”
‘Willem by Willem’ is a 14-year-old, Oloroso cask-finished whisky bottled at 53.7% ABV, priced domestically at $142.
Following the Heathrow launch, the rollout will continue this autumn across Singapore Changi, Chhatrapati Shivaji Maharaj International in Mumbai, Delhi’s Indira Gandhi International Airport and Dubai International Airport.
Laphroaig is owned by Suntory Global Spirits, formerly Beam Suntory. The Islay distillery was established in 1815 and remains known for its heavily peated single malt.
