Islay distillery Laphroaig has unveiled its first major global partnership, teaming up with actor Willem Dafoe in a new campaign.
The collaboration is part of the distillery’s ongoing ‘Unphorgettable’ campaign, launched in 2024, and includes a new short film titled ‘The Taste’. The campaign spans digital and social channels, out-of-home advertising, print, PR and retail promotions across the UK, US, Germany, Austria, Belgium, Japan, Australia and Global Travel Retail.
Chris Richardson, Managing Director of Scotch and Irish at Suntory Global Spirits, 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.”
The film explores Dafoe’s attempts to describe the complex flavour of the single malt, drawing on childhood memories and personal anecdotes. Among them is a story of trying to simulate space travel by staying in a wardrobe for two days. The script includes lines submitted by Laphroaig fans through the brand’s global community, Friends of Laphroaig.
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.”
Looking ahead, the partnership is set to expand with a limited-edition whisky co-created by Dafoe and Laphroaig Senior Whisky Maker Sarah Dowling. The expression, currently maturing, is scheduled for release in 2026.
You can watch ‘The Taste’ film here.