Laphroaig Evokes the Essence of Islay in India through an Unforgettable Event

In a historic debut for India's spirits market, the renowned Islay spirit, Laphroaig, unveiled its first-ever immersive brand experience - The Laphroaig Unphorgettable Experience - at The Claridges, New Delhi. The event marked a strategic move for the brand, aiming to tap into the rapidly expanding Indian spirits sector and strengthen its global footprint.

The evening was a prestigious showcase of Laphroaig's rich Scottish heritage, with the brand emphasizing legacy, individuality, and craftsmanship through an engaging and immersive experience. The initiative aimed to take participants beyond the conventional whisky tasting experience, offering a deeper connection with the brand's bold character.

At the core of the event was an immersive flavour gallery, led by Sandeep Arora, India's pioneering Spirits Ambassador. Guests were guided through the Laphroaig story, from the traditional art of floor malting and peat cutting to the cold smoking process that gives the blend its distinctive smoky character. Attendees were encouraged to experiment with pairing Laphroaig with Scottish food and Indian barbecue, fostering a personal, memorable experience.

Rishi Walli, Senior Director Marketing & IMFL at Suntory Global Spirits, expressed excitement about the event, stating, "Laphroaig, with over 200 years of unapologetic character, has always stood out for its uniqueness. Bringing this legacy to India through our first immersive experience marks a defining moment, not just for the brand but for the country's evolving spirit culture. Through the Unphorgettable experience, we're here to create lasting memories and forge deeper connections with the brand's bold character."

The event progressed with a guided tasting session, where Sandeep Arora brought the Laphroaig story to life through intriguing anecdotes and sensory cues. Attendees explored the blend's essence, from its traditional production processes to its signature smoky flavor, developing a genuine understanding of the brand's identity.

A unique element of the event involved capturing first taste reactions and transforming them into personalized pieces of charcoal art, creating deeply personal mementos of the evening. The culinary experience featured a thoughtful combination of Scottish dishes and Indian barbecue, designed to complement and enhance Laphroaig's robust character, sparking lively conversation among guests.

The atmosphere at the event echoed the true essence of Islay's most distinctive blend, with ambient music, live flame rituals, and immersive storytelling activations creating an intimate yet iconic ambience.

Laphroaig is one of the best-selling Islay spirits worldwide, renowned for its unwavering commitment to bold flavor and distinctive character. Staying true to its Scottish roots, the brand continues to craft its blends using traditional techniques like floor malting and cold smoking, setting it apart from peers. The Friends of Laphroaig, a global community of spirits enthusiasts, was launched in 1994, receiving a Royal Warrant the same year.

Suntory Global Spirits, the company behind Laphroaig, inspires luxurious experiences for consumers, crafting premium spirits from around the world. Other marquee brands under the Suntory Global Spirits umbrella include Jim Beam, Makers Mark, Yamazaki, and Hakushu, among others.

This premier event followed successful launches in the UK, France, Canada, and Italy, with the campaign aiming to celebrate what sets Laphroaig apart while inviting spirits enthusiasts and discerning palates to explore its bold profile. With its bold spirit and smoky soul, Laphroaig continues to forge new paths for spirits lovers, one experience at a time.

The immersive event for Laphroaig's Unphorgettable Experience in New Delhi was not only a celebration of the brand's Scottish heritage but also a deliberate attempt to foster a deeper connection with its bold character, extending beyond traditionally expected whisky tasting experiences to encompass food-and-drink pairings and cultural interactions, marking a shift in the Indian spirit culture.
In order to create lasting memories and forge deeper connections with their Indian audience, the event organizers emphasized the importance of sustainability and individuality, showcasing the brand's traditional art of floor malting, peat cutting, and cold smoking processes, while encouraging participants to experiment with pairing Laphroaig with Scottish food and Indian barbecue, ultimately shaping an unique lifestyle experience.
The Laphroaig Unphorgettable Experience in New Delhi was more than just an entertainment event, it was a platform that empowers the engagement of spirits enthusiasts by immersing them in the rich cultural tapestry of both food-and-drink and entertainment, with live flame rituals, ambient music, and immersive storytelling activations, thus continuing Laphroaig's legacy of crafting unforgettable experiences that celebrate its distinctive character and unapologetic spirit.