Lagavulin Single Malt Scotch Whisky Introduces a New Expression of Islay Peat with Lagavulin 11 Year Old Sweet Peat
Rhea-AI Summary
Lagavulin (NYSE:DEO) introduces Lagavulin 11 Year Old Sweet Peat, its first new permanent expression in nine years, aged 11 years in first-fill American oak ex-bourbon casks. The whisky balances peat smoke with oak- and malt-derived sweetness, showing toffee apple, vanilla and gentle spice.
Available nationwide at select retailers for a suggested retail price of $69.99 (750mL), 43% Alc/Vol; awarded a Gold Medal at the 2025 San Francisco Wine & Spirits Competition.
Positive
- None.
Negative
- None.
Key Figures
Market Reality Check
Peers on Argus
DEO gained 4.46% while key beverage peers were mixed: CCEP up 1.18%, MNST down 1.21%, FMX down 1.87%, BUD roughly flat at -0.04%. This points to a company-specific move rather than a sector-wide shift.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 21 | Super Bowl activation | Positive | +2.2% | Smirnoff Super Bowl LX campaign and experiential events targeting next-gen NFL fans. |
| Jan 20 | Limited bottle launch | Positive | +0.4% | Tequila Don Julio 1942 Lunar New Year limited-edition Year of the Horse bottle. |
| Jan 13 | Apparel collaboration | Positive | -1.1% | Lone River and Diamond Cross Ranch Après Ski apparel capsule collection debut. |
| Jan 09 | Dry January campaign | Positive | +1.7% | Seedlip Dry January promotion with experiential pop-up and social content. |
| Dec 17 | Asset sale agreement | Positive | +0.5% | Agreement to sell EABL stake to Asahi, raising <b>$2.3bn</b> and reducing leverage. |
Lifestyle and brand-marketing news for DEO has often coincided with modestly positive next-day moves, with one recent divergence on an apparel collaboration release.
Over the past several months, DEO news has focused on brand activations and portfolio optimization. Marketing-led campaigns for Smirnoff, Tequila Don Julio, Lone River, and Seedlip around events like Super Bowl LX, Lunar New Year, après-ski, and Dry January generally saw small positive price reactions, except one apparel collaboration that coincided with a slight decline. Separately, the agreed sale of DEO’s EABL stake for net proceeds of $2.3bn and implied EV of $4.8bn supported balance sheet de-levering. Today’s Lagavulin product launch fits the pattern of brand-building announcements.
Market Pulse Summary
This announcement highlights Diageo’s continued focus on premiumization with Lagavulin 11 Year Old Sweet Peat, a new permanent expression aged 11 years in first-fill American oak ex-bourbon casks and bottled at 43% Alc/Vol with a $69.99 SRP for 750mL. It follows other brand-building campaigns across Smirnoff, Tequila Don Julio, Lone River, and Seedlip, alongside portfolio moves like the planned $2.3bn EABL sale. Investors may watch how such launches support mix, pricing power, and execution of Diageo’s broader strategy.
AI-generated analysis. Not financial advice.
Aged in first-fill American oak ex-bourbon casks, the new permanent expression brings a sweetness derived from oak and malt forward, in balance with Lagavulin's unmistakable smoky character
ISLAY, Scotland, Feb. 5, 2026 /PRNewswire/ -- Few places in the whisky world match the intrigue of Islay, an island in the Western Hebrides of
Experience the full interactive Multichannel News Release here: https://www.multivu.com/lagavulin/9380551-en-lagavulin-single-malt-scotch-whisky-islay-11-year-old-sweet-peat
"Sweet Peat reflects careful cask selection and deliberate pacing," said Dr. Stuart Morrison, Diageo Master Blender. "On the palate, it opens with a gentle sweetness and salinity before bonfire smoke and oak spice come into focus. Notes of honeyed malt and toffee apple build through the mid-palate, finishing long with lingering peat smoke, dark chocolate, and soft vanilla."
Awarded a Gold Medal at the 2025 San Francisco Wine & Spirits Competition, Lagavulin 11 Year Old Sweet Peat is shaped by the Distillery's deliberately slow, traditional approach to whisky making. Crafted with heavily peated malt and local Islay water, the spirit undergoes careful fermentation in wooden washbacks to build depth and texture, followed by distillation through Lagavulin's four distinctive squat, pear-shaped copper pot stills. This measured process produces a full-bodied, structured new make, allowing peat to remain central through maturation, while layers of sweetness emerge in balance with Lagavulin's signature smoke.
Lagavulin 11 Year Old Sweet Peat offers those curious about Scotch and longtime followers a new way to explore the depth and complexities that lie beyond Lagavulin's signature smoke. Its more rounded profile brings forward nuances shaped by cask selection and maturation, speaking to those who value the details that set one expression or distillery apart. Sweet Peat also aligns naturally with the ways whisky is enjoyed today, from a thoughtfully chosen pour at a boutique hotel bar to unhurried moments at home. Best enjoyed neat or on the rocks, its versatility extends to both classic and contemporary cocktails, including the Smoky Sweet Old Fashioned and the Sweet Peat Tea, which accentuate the whisky's softer edges and subtle sweetness.
"Pronounced smoke is a defining element of Islay Scotch, albeit one that can feel polarizing to some drinkers," said Jesse Damashek, Senior Vice President of Whiskey at Diageo. "Sweet Peat presents peat in a way that tastes more approachable, while still delivering the depth and complexity long associated with Lagavulin."
Lagavulin 11 Year Old Sweet Peat Single Malt Scotch Whisky is available at select spirits retailers nationwide for a suggested retail price of
For more information about Lagavulin Islay Single Malt Scotch Whisky follow us on Instagram at @lagavulinwhisky. Please enjoy responsibly. Lagavulin 11 Year Old Sweet Peat Single Malt Scotch Whisky has an
Smoky Sweet Old Fashioned (A subtly spiced, orange-forward take on the classic)
1.25 oz Lagavulin 11 Year Old Sweet Peat Single Malt Scotch Whisky
0.25 oz Allspice Dram
2 dashes Orange Bitters
Expressed Orange Peel
Garnish: Orange Peel Spiral
Glassware: Rocks Glass
Sweet Peat Tea (A Penicillin-inspired serve that layers honey-ginger syrup, fresh lemon, and black tea to create a light aromatic cocktail)
1.25 oz Lagavulin 11 Year Old Sweet Peat Single Malt Scotch Whisky
0.25 oz Honey-Ginger Syrup
0.25 oz Fresh Lemon Juice
0.25 oz Strong Black Tea (cold)
1 dash Walnut Bitters
Garnish: Lemon Peel Spiral
Glassware: Coupe Glass
ABOUT LAGAVULIN SINGLE MALT SCOTCH WHISKY
Founded in 1816, Lagavulin has been distilling Single Malt Scotch Whisky on Islay, an island off
Distillation at Lagavulin takes place across four pear-shaped copper pot stills using a slow process that has long defined the Distillery's style. Heavily peated malted barley provides Lagavulin's distinctive smoky character, while exposure to Atlantic sea air along Lagavulin Bay contributes subtle maritime notes, resulting in whiskies known not only for their smoke, but for the depth and complexity that develop beyond it. Please Enjoy Responsibly. For more information about the Distillery and our portfolio of Single Malt Scotch Whiskies, follow us on Instagram @lagavulinwhisky.
ABOUT DIAGEO
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
View original content:https://www.prnewswire.com/news-releases/lagavulin-single-malt-scotch-whisky-introduces-a-new-expression-of-islay-peat-with-lagavulin-11-year-old-sweet-peat-302680472.html
SOURCE DIAGEO
FAQ
What is Lagavulin 11 Year Old Sweet Peat and why does DEO matter to investors?
How is Lagavulin Sweet Peat matured and what flavor profile should buyers expect from DEO's release?
Where and when can consumers buy Lagavulin 11 Year Old Sweet Peat (DEO) and what is the price?
Does Lagavulin 11 Year Old Sweet Peat have any awards or recognition that affect DEO's brand strength?
How can bartenders and consumers serve Lagavulin Sweet Peat from DEO to highlight its profile?
