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Introducing the new hero serve for Laphroaig 10 Year Old that’s shaking up how consumers perceive Islay single malts. A brave choice of cocktail, fitting for this bold and characterful spirit.

The brand team enlisted our expertise to celebrate Laphroaig’s bold and characterful spirit by developing a new serve strategy to reignite the on-trade’s passion for this globally established brand. It was an exciting opportunity to develop a contemporary serve that appealed to a wide audience, inviting bartenders to experiment, mix and move beyond viewing Laphroaig’s strong smokiness as a barrier they hesitated to take on.