Lagavulin Single Malt Scotch Whisky Launches 'Beyond the Smoke' Campaign: An Invitation to Discover the Complexity Within the Iconic Islay Whisky

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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.

New Creative Highlights Lagavulin's Legacy and Invites Drinkers to Experience Its Versatility Across Occasions and Drinks Formats

ISLAY, Scotland, April 16, 2025 /PRNewswire/ -- Lagavulin Single Malt Scotch Whisky, the definitive Islay Single Malt, is unveiling its new Beyond the Smoke marketing campaign designed to redefine perceptions of Scotch and inspire discerning whisky drinkers to explore the many dimensions that make the spirit legendary. While known for its iconic peaty character, Lagavulin transcends its signature smokiness, revealing layers of complexity beyond the taste profile for which it is known. Lagavulin 16 Year Old, the brand's renowned signature marque recognized with a Platinum award at the 2024 San Francisco Wine and Spirits Awards, continues to set the standard for quality. Beyond the Smoke is an invitation to experience the whisky as a catalyst for curiosity, sparking exploration and igniting a path to discover the many ways to enjoy it.

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 Scotland home by MUTABOR Practical Effects—to a dinner at home and a New York rooftop, showcasing how Lagavulin's smoky character seamlessly flows into a sophisticated, modern lifestyle. While smoke ties the story together, shifting from subtle to bold just as the whisky evolves on the palate, the story transcends the smoke, reflecting Lagavulin's influence in contemporary culture and its growing role in the evolving ways whisky is enjoyed today—from classic pours to inventive cocktail serves.

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 Scotland steeped in history, where whisky-making is a central part of the local culture. In recent years, Islay's whisky scene has experienced a renaissance, with new generations and demographics of distillers embracing the craft while continuing to push boundaries. Today, Lagavulin represents both heritage and innovation—an evolution in how whisky is both made and enjoyed. Lagavulin is often enjoyed in its purest form—neat or on the rocks—where its smoky character and rich depth shine. Its versatility also lends itself to elevated cocktails, like the Spicy Margarita, which replaces mezcal with Lagavulin 16 Year Old, or the beloved Smokey Cokey, blending the whisky's peaty depth with cola's sweetness.

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

ABOUT DIAGEO
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

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FAQ

What is the main goal of Lagavulin's 'Beyond the Smoke' campaign in 2025?

The campaign aims to redefine Scotch perceptions by showcasing Lagavulin's versatility beyond its signature smokiness, demonstrating its suitability for both traditional consumption and modern cocktails.

What recent award did Lagavulin 16 Year Old receive?

Lagavulin 16 Year Old received a Platinum award at the 2024 San Francisco Wine and Spirits Awards.

Which notable partnerships is Lagavulin pursuing to reach new audiences?

Lagavulin is partnering with Racquet tennis magazine and Highsnobiety fashion publication to reach new demographics and challenge traditional whisky perceptions.

What innovative cocktails are being promoted in Lagavulin's new campaign?

The campaign promotes cocktails like the Spicy Margarita (using Lagavulin 16 Year Old instead of mezcal) and the Smokey Cokey (combining the whisky with cola).

Who is the voice behind Lagavulin's Beyond the Smoke campaign?

Nick Offerman provides the voiceover narration for the campaign's hero spot, bringing his signature poetic style and vocal timbre.