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Laphroaig Launches Limited-Edition Expressions, Celebrates Brand Ambassadors

Summary:

Laphroaig, the number one selling Islay Single Malt Scotch Whisky introduced to two unique, new expressions from its award-winning portfolio – Laphroaig Cáirdeas – Ileach Edition and Laphroaig Triple Wood to the United States.  To generate awareness and stimulate trial for Cáirdeas and Triple Wood, JSH&A Public Relations launched a national media relations campaign coupled with unique tasting events in key markets to reach brand loyalists and targeted media.

Industry influencers and members of the brand’s loyalists program “Friends of Laphroaig,” were invited to a series of exclusive events across the country. The events which ranged from salmon fishing in Port Edmonds, Washington to kilt walks across the Golden Gate Bridge, provided an opportunity for the brand to increase its footprint among Friends of Laphroaig and single malt Scotch whisky drinkers as well as drive media “chatter.” Master Ambassador, Simon Brooking led Scotch enthusiasts through a tasting of the portfolio of Laphroaig expressions including Cáirdeas and Triple Wood.

A comprehensive media bureau drove awareness of the events and the entire Laphroaig portfolio, resulting in more than 244 million media impressions and more than 1,000 placements.

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