04 Jul 2008


Print	Email

Free prize draw on Laphroaig whisky

Beam Global

Laphroaig

alcoholic drinks

spirits

by Mike Dennis
Beam Global UK is holding a series of Laphroaig Islay malt whisky master classes later this year in cities around the UK to educate consumers on malt whisky.

Consumers can enter a free prize draw to win two tickets to attend a master class via an on-pack offer on the Laphroaig 10 year old, available in-store across all major retailers from this month.

Led by Laphroaig master blender, Robert Hicks, the master classes will take participants through the expressions, demonstrating the differences between them and giving them a chance to try some rarer styles of Laphroaig alongside the core members of the family.

The events will take place in London, Bristol, Manchester and Edinburgh in November.

Beam UK marketing manager Aileen Nicol said: “As the UK’s number one Islay malt we are committed to driving category growth and to achieve this we are focusing on broadening and deepening consumer knowledge of the category.

“Our master classes will be accessible and engaging for newcomers to Islay malt whisky as well as enthusiasts. Laphroaig has a unique flavour profile, known for being the most richly flavoured of all Scotch whiskies and is popular among consumers looking to extend their malt journey onto the more complex expressions.

“Through the Friends of Laphroaig, Beam continually communicates with loyal fans of the brand with newsletters and special offers, strengthening the connection between consumers and Laphroaig. The masterclass offer provides an opportunity to extend that connection and allow consumers to get closer to the brand,” she said.

Email this to a friend