While known for its iconic peaty character, Lagavulin transcends its signature smokiness, revealing layers of complexity beyond the taste profile for which it is known.
Lagavulin Single Malt Scotch Whisky has launched its new Beyond the Smoke marketing campaign, aiming to broaden perceptions of Scotch whisky and invite enthusiasts to explore its full complexity. Best known for its peaty character, Lagavulin positions this campaign as an opportunity to experience flavors and occasions “beyond the smoke.” The signature Lagavulin 16 Year Old, recently awarded Platinum at the 2024 San Francisco Wine and Spirits Awards, remains central to the brand’s promise of exceptional quality.
A Cinematic Journey from Brooklyn to Islay
Developed in partnership with Uncommon Creative Studio, the campaign’s hero spot—directed by MIKE+JIM of Art Practice—employs a single tracking shot that transitions from a Brooklyn bar to a handcrafted diorama of the Lagavulin distillery on Islay, created by MUTABOR Practical Effects. The film continues through a home dinner setting to a New York rooftop, illustrating how Lagavulin’s smoky profile integrates seamlessly into today’s sophisticated lifestyle.
Nick Offerman’s Evocative Voiceover
Longtime creative collaborator Nick Offerman lends his distinctive narration to the campaign, blending poetic commentary with visual storytelling. His voiceover serves as “a call to viewers to boldly pursue lesser-known paths in their enjoyment of Lagavulin and beyond,” reinforcing the campaign’s message that Scotch whisky can be appreciated in diverse formats and settings.
Heritage and Innovation on Islay
For more than 200 years, Lagavulin Distillery has operated at the heart of Islay in Scotland’s Western Hebrides, a region renowned for peat-driven whiskies. Recent years have seen an Islay renaissance, with a new generation of distillers pushing creative boundaries. Lagavulin’s heritage remains rooted in its traditional peated spirit while also embracing fresh approaches to production and enjoyment.
Strategic Media and Cultural Partnerships
To attract new audiences, Lagavulin has teamed up with Racquet magazine—celebrated for its cultural take on tennis—and fashion outlet Highsnobiety, known for melding streetwear, luxury, and pop culture. These collaborations are designed to showcase Lagavulin in contexts ranging from a six-set tennis match victory to runway celebrations at New York Fashion Week, underscoring Scotch whisky’s versatility.
National Rollout and Responsible Enjoyment
The Beyond the Smoke campaign will run across social media, digital streaming, print, and digital publishers nationwide. Lagavulin encourages those of legal drinking age to enjoy responsibly. For further details on Lagavulin Single Malt Scotch Whisky and distillery visits, see www.malts.com/en-row/distilleries/lagavulin/. To explore the full Lagavulin lineup, visit ReserveBar’s Lagavulin collection.
Lagavulin is more than just a smoky whisky; it evolves with every sip. Beyond the Smoke invites people to explore the layers that lie beyond the initial taste and discover the full spectrum of how it can be enjoyed. Whether sipped in a dram during a quiet moment in a cozy cocktail bar or amidst the energy of a dinner party within a Spicy Margarita, Single Malt Whisky is not one-dimensional and we wanted to bring that to life with this new campaign.
— Jesse Damashek, Senior Vice President of Whiskey, Diageo
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