Laphroaig has announced a global partnership with actor Willem Dafoe as part of its ongoing ‘Unphorgettable’ campaign. This marks the first collaboration of its kind in the Islay distillery’s history.
The campaign launches with a short film titled The Taste, alongside global advertising, a custom cocktail and plans for a limited-edition whisky release. The initiative focuses on individuals who approach life and craft differently.
The Taste centres on Dafoe’s attempt to describe Laphroaig’s flavour. The film draws from moments in Dafoe’s life, including a childhood effort to simulate space travel by spending two days in a wardrobe. Throughout the film, he recites descriptions from fans of the brand, known as Friends of Laphroaig.
The campaign will be rolled out across digital and paid social media channels, supported by out-of-home advertising, print, PR and in-store promotions in key markets including the US, UK, Germany, Austria, Belgium, Japan, Australia and Global Travel Retail.
Chris Richardson, Managing Director, Suntory Global Spirits, Scotch and Irish, said, “Willem Dafoe is bold, curious, and impossible to define, much like Laphroaig itself. His uncompromising dedication to craft mirrors our own approach to whisky making. He is the ideal partner to bring to life the intense, unmistakable, and truly ‘unphorgettable’ flavour of Laphroaig, and to celebrate those around the world with character as distinctive as his.”
Speaking about the film, Willem Dafoe said, “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.”
As part of the campaign, mixologist Meaghan Dorman has created a cocktail called The Other Island. It features Laphroaig 10-Year-Old, fresh pineapple, lemon, spiced cinnamon syrup, Amaro Ciociaro and prosecco. It will debut at The Barley Mow pub in Mayfair, London, which will be temporarily renamed The Barley Dafoe for the launch, before being offered at other bars internationally.
A limited-edition whisky developed in collaboration between Dafoe and Laphroaig’s Senior Whisky Maker, Sarah Dowling, is scheduled for release in 2026. The product is currently maturing.
