Laphroaig turns to cocktails to drive growth

The Scotch whisky industry is grappling with shifting consumer preferences and heightened competition, prompting established names like Laphroaig to rethink their marketing strategies. Laphroaig, renowned for its intensely peated character, remains a staple on bar shelves and an introduction to Scotch for many drinkers. However, managing director Nick Temperley from Suntory, Laphroaig's parent company, is steering the brand towards novel avenues to expand its appeal.

Temperley emphasizes the importance of tapping into the rising popularity of ready-to-drink cocktails among younger consumers, moving away from the conventional practice of selling neat bottles. He suggests that presenting Laphroaig in various cocktail formats, including whisky sours, old fashioneds, and espresso martinis, could be a game-changer. The key is to incorporate the signature peatiness into these cocktails while offering a more approachable drinking experience.

Despite the industry's established presence, Laphroaig is entering this space late but sees considerable potential. Temperley acknowledges the challenge of introducing a "margarita for Islay whisky," but he remains optimistic, stating that the brand's success will hinge on getting Laphroaig onto cocktail and highball menus across more venues.

The ultimate goal is to encourage consumers to order and enjoy these peated cocktails, thereby bolstering the brand's visibility and consumption. While there are currently no plans for Laphroaig RTDs or canned cocktails, Temperley and Suntory are prepared to innovate further as consumer tastes continue to evolve.