Laphroaig’s campaign with Willem Dafoe

For over 200 years, Laphroaig has been doing things its own way. Continuing this spirit, the distinctive Islay single malt announced its global partnership with actor Willem Dafoe.

The campaign includes a short film titled ‘The Taste’, global advertising, a bespoke cocktail creation, and tease of a limited-edition whisky, all celebrating those who think differently and embrace a boldness of character.

The collaboration marks the latest instalment in the brand’s ‘Unphorgettable’ campaign, which launched in 2024 and celebrates the flavor of this whisky, making it ‘unphorgettable’ to all who imbibe.

‘The Taste’ brings to life Dafoe’s search to define Laphroaig’s taste – something he can’t quite put his finger on. It draws inspiration from components in Dafoe’s life and his thirst for immersing himself in experiences, including his attempt, as a child, to get a sense of flying to space by remaining in a wardrobe for two days. With this individual and curious style, Dafoe seeks the words to describe the bold single malt, and recites humorous descriptions submitted by some of the whisky’s biggest fans – Friends of Laphroaig.

The film and full campaign will be shared globally across channels, with a focus on digital and paid social. This will be reinforced with out-of-home, print, PR and in-store promotions in key markets, including the US, UK, Germany, Austria, Belgium, Japan, Australia and Global Travel Retail.

Speaking on the inspiration behind the film, Dafoe says, “The first time I ever travelled overseas, I went to Scotland. I was a kid, and the first thing I thought when my feet touched down on the ground was, something feels familiar here. I feel at home. The land spoke to me, and it must be genetic because my grandmother was from Glasgow. ‘The Taste’ depicts that sort of familiarity that’s found when exploring Laphroaig. It’s the flavours and how they come together.”

Laphroaig has also enlisted award-winning mixologist Meaghan Dorman to create a bespoke cocktail, named The Other Island. It blends Laphroaig 10-Year-Old, fresh pineapple, lemon, spiced cinnamon syrup and Amaro Ciociaro, with a touch of prosecco, to create a smoky, tropical and gently spiced spritz, balancing Laphroaig’s familiar character with layered flavors.

The cocktail will be available first to guests at The Barley Mow pub in Mayfair, London, being renamed ‘The Barley Dafoe’ for the campaign launch, before appearing on menus in additional select bars worldwide.

This Dafoe partnership will also extend to a limited-edition product collaboration, set for release in 2026. Together with Sarah Dowling, senior whisky maker for Laphroaig, Dafoe has developed a limited-edition, which is quietly maturing, steeped in the peat, smoke, salt and the surprising sweetness that infuses all Laphroaig whiskies.