Laphroaig, a well-established Scotch whisky brand, is shifting its strategy to engage new consumers by promoting its use in cocktails and highball menus. This move comes as the Scotch whisky industry faces challenges from changing consumer habits and increased competition.
Nick Temperley, a Managing Director at Suntory, Laphroaig’s owner, stated that the brand is capitalising on its signature peated style to move beyond traditional drinking habits. The aim is to offer different cocktails, sizes, and price points to recruit new drinkers and generate interest in the whisky's flavour.
While acknowledging that younger consumers are increasingly opting for ready-to-drink (RTD) cocktails over neat spirits, Laphroaig believes it is well-positioned to enter these markets. Temperley noted that variations of classic cocktails, such as whisky sours, old fashioneds, or even espresso martinis, can incorporate Laphroaig's peaty flavour. The immediate focus is on getting Laphroaig onto more venue menus as part of cocktail offerings, though there are no current plans for a Laphroaig RTD or canned cocktail.