Lagavulin Single Malt Scotch Whisky Launches 'Beyond the Smoke' Campaign: An Invitation to Discover the Complexity Within the Iconic Islay Whisky
Lagavulin Single Malt Scotch Whisky has launched its new 'Beyond the Smoke' marketing campaign, aiming to redefine perceptions of Scotch and showcase the spirit's versatility. The campaign, created with Uncommon Creative Studio, features the Lagavulin 16 Year Old, which received a Platinum award at the 2024 San Francisco Wine and Spirits Awards.
The campaign's hero spot, directed by MIKE+JIM, features Nick Offerman's narration and showcases the whisky's journey from a Brooklyn bar to the Islay distillery through various modern settings. The initiative includes partnerships with Racquet tennis magazine and Highsnobiety fashion publication to reach new audiences.
Located in the Western Hebrides of Scotland, the Lagavulin Distillery combines over two centuries of heritage with modern innovation. The campaign emphasizes the whisky's versatility in both traditional servings and cocktails like the Spicy Margarita and Smokey Cokey, challenging traditional perceptions of Scotch whisky consumption.
Lagavulin Single Malt Scotch Whisky ha lanciato la sua nuova campagna di marketing 'Beyond the Smoke', con l'obiettivo di ridefinire le percezioni sullo Scotch e mostrare la versatilità del distillato. La campagna, realizzata con Uncommon Creative Studio, presenta il Lagavulin 16 Year Old, che ha ricevuto il premio Platinum ai San Francisco Wine and Spirits Awards 2024.
Lo spot principale della campagna, diretto da MIKE+JIM, include la narrazione di Nick Offerman e racconta il viaggio del whisky da un bar di Brooklyn alla distilleria di Islay attraverso diversi ambienti contemporanei. L'iniziativa prevede collaborazioni con la rivista di tennis Racquet e la pubblicazione di moda Highsnobiety per raggiungere nuovi pubblici.
Situata nelle Ebridi Occidentali della Scozia, la Distilleria Lagavulin unisce oltre due secoli di tradizione a un'innovazione moderna. La campagna sottolinea la versatilità del whisky, sia nelle consumazioni tradizionali sia in cocktail come lo Spicy Margarita e lo Smokey Cokey, sfidando le percezioni classiche sul consumo dello Scotch whisky.
Lagavulin Single Malt Scotch Whisky ha lanzado su nueva campaña de marketing 'Beyond the Smoke', con el objetivo de redefinir las percepciones sobre el Scotch y mostrar la versatilidad del whisky. La campaña, creada junto con Uncommon Creative Studio, presenta el Lagavulin 16 Year Old, que recibió el premio Platinum en los San Francisco Wine and Spirits Awards 2024.
El spot principal de la campaña, dirigido por MIKE+JIM, cuenta con la narración de Nick Offerman y muestra el viaje del whisky desde un bar en Brooklyn hasta la destilería de Islay a través de varios escenarios modernos. La iniciativa incluye colaboraciones con la revista de tenis Racquet y la publicación de moda Highsnobiety para llegar a nuevas audiencias.
Ubicada en las Hébridas Occidentales de Escocia, la Destilería Lagavulin combina más de dos siglos de tradición con innovación moderna. La campaña destaca la versatilidad del whisky, tanto en consumos tradicionales como en cócteles como el Spicy Margarita y el Smokey Cokey, desafiando las percepciones clásicas sobre el consumo del Scotch whisky.
Lagavulin 싱글 몰트 스카치 위스키가 새로운 마케팅 캠페인 'Beyond the Smoke'를 시작하며 스카치에 대한 인식을 새롭게 정의하고 위스키의 다재다능함을 보여주고자 합니다. Uncommon Creative Studio와 함께 제작된 이번 캠페인에는 2024년 샌프란시스코 와인 및 증류주 시상식에서 플래티넘 상을 받은 Lagavulin 16 Year Old가 소개됩니다.
MIKE+JIM이 감독한 캠페인의 주된 광고는 닉 오퍼먼의 내레이션과 함께 브루클린 바에서 아일레이 증류소까지 다양한 현대적 배경을 통해 위스키의 여정을 보여줍니다. 이 캠페인은 Racquet 테니스 매거진과 패션 출판물 Highsnobiety와의 협업을 포함해 새로운 고객층에 다가가고자 합니다.
스코틀랜드 서부 헤브리디스 제도에 위치한 Lagavulin 증류소는 200년 이상의 전통과 현대적 혁신을 결합합니다. 캠페인은 전통적인 서빙 방식뿐 아니라 스파이시 마가리타, 스모키 코키와 같은 칵테일에서도 위스키의 다재다능함을 강조하며 스카치 위스키 소비에 대한 기존 인식을 도전합니다.
Lagavulin Single Malt Scotch Whisky a lancé sa nouvelle campagne marketing 'Beyond the Smoke', visant à redéfinir les perceptions du Scotch et à mettre en avant la polyvalence de ce spiritueux. La campagne, créée en collaboration avec Uncommon Creative Studio, met en avant le Lagavulin 16 Year Old, qui a reçu un prix Platinum aux San Francisco Wine and Spirits Awards 2024.
Le spot principal de la campagne, réalisé par MIKE+JIM, est narré par Nick Offerman et illustre le parcours du whisky, d’un bar à Brooklyn jusqu’à la distillerie d’Islay, à travers divers décors modernes. L’initiative inclut des partenariats avec le magazine de tennis Racquet et la publication mode Highsnobiety pour toucher de nouveaux publics.
Située dans les Hébrides occidentales en Écosse, la distillerie Lagavulin allie plus de deux siècles d’héritage à une innovation moderne. La campagne met en avant la polyvalence du whisky, tant dans les consommations traditionnelles que dans des cocktails comme le Spicy Margarita et le Smokey Cokey, remettant en question les perceptions classiques de la consommation de Scotch whisky.
Lagavulin Single Malt Scotch Whisky hat seine neue Marketingkampagne 'Beyond the Smoke' gestartet, die darauf abzielt, die Wahrnehmung von Scotch neu zu definieren und die Vielseitigkeit des Whiskys zu zeigen. Die Kampagne, erstellt in Zusammenarbeit mit Uncommon Creative Studio, präsentiert den Lagavulin 16 Year Old, der bei den San Francisco Wine and Spirits Awards 2024 eine Platin-Auszeichnung erhielt.
Der Hauptspot der Kampagne, inszeniert von MIKE+JIM, enthält eine Erzählung von Nick Offerman und zeigt die Reise des Whiskys von einer Bar in Brooklyn bis zur Brennerei auf Islay durch verschiedene moderne Umgebungen. Die Initiative umfasst Partnerschaften mit dem Tennismagazin Racquet und der Modepublikation Highsnobiety, um neue Zielgruppen zu erreichen.
Die Lagavulin Brennerei befindet sich in den Westlichen Hebriden Schottlands und vereint über zwei Jahrhunderte Tradition mit moderner Innovation. Die Kampagne hebt die Vielseitigkeit des Whiskys hervor, sowohl bei traditionellen Servierarten als auch in Cocktails wie dem Spicy Margarita und Smokey Cokey, und stellt traditionelle Vorstellungen vom Scotch Whisky Konsum infrage.
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New Creative Highlights Lagavulin's Legacy and Invites Drinkers to Experience Its Versatility Across Occasions and Drinks Formats
ISLAY,
Experience the full interactive Multichannel News Release here: https://www.multivu.com/diageo/9329951-en-lagavulin-single-malt-scotch-whisky-launches-beyond-the-smoke-campaign
The Beyond the Smoke campaign was created in partnership with Uncommon Creative Studio and features a suite of work that brings Lagavulin's legacy to life by blending its rich heritage with moments of discovery. The hero spot, directed by MIKE+JIM from Art Practice, uses a single shot to go from a Brooklyn bar to the brand's distillery on Islay—recreated as a bespoke diorama (an exact replica) of the brand's
Another key element in the storytelling that connects the Lagavulin brand's past with its present is the film's voiceover by longtime creative partner Nick Offerman. Offerman's ethereal narration breathes life into the creative, blending visuals with his signature poetic style, vocal timbre and singular message-—a call to viewers to boldly pursue lesser-known paths in their enjoyment of Lagavulin and beyond. From the timeless classic, neat or on the rocks, to adventurous cocktails, there is more to discover beyond the smoke in every way Lagavulin can be enjoyed. Overall, the campaign highlights the versatility of Lagavulin, showcasing just a few of the countless serves and places where it can be enjoyed and explored.
"Lagavulin is more than just a smoky whisky; it evolves with every sip," said Jesse Damashek, Senior Vice President of Whiskey at Diageo. "While our smoky character - from Islay's signature use of peat - defines Lagavulin, it's the depth of this whisky that sets it apart. 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."
For over two centuries, the Lagavulin Distillery has stood at the heart of Islay, an island in the Western Hebrides of
To introduce Lagavulin to new audiences, the brand is partnering with Racquet, a tennis magazine known for its cultural perspective on the sport, and Highsnobiety, a fashion publication that blends streetwear, luxury and pop culture. By working with brands and personalities who embody the spirit of Beyond the Smoke, Lagavulin brings the whisky to moments that push boundaries and invite discovery—where new layers of flavor and connection unfold. Lagavulin is proving that Scotch is not relegated to a fixed setting or audience, but can be appreciated by all who are curious.
Whether toasting a hard-fought match that went to six games, celebrating a feat of design at New York Fashion Week or enjoying Lagavulin with dinner in a hidden downtown bar, these partnerships demonstrate that Lagavulin fits seamlessly into modern, meaningful and varied experiences. Collaborations like these are central to Lagavulin's mission of making Scotch Whisky more approachable by challenging traditional perceptions of whisky.
Beyond the Smoke will be amplified across various media channels inclusive of social media, digital streaming platforms, print, and various publishers digitally - bringing Lagavulin's character and complexity to a national audience.
Lagavulin encourages those who are of legal drinking age to please drink responsibly. For more information about Lagavulin Islay Single Malt Scotch Whisky and the distillery, visit www.malts.com/en-row/distilleries/lagavulin/ or follow us on Instagram at @lagavulinwhisky. To try the full line from Lagavulin including our beloved core whiskies and our limited-time innovations, visit https://www.reservebar.com/collections/lagavulin.
Contact:
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lagavulin@hunterpr.com
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FAQ
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