Laphroaig series celebrates distillery’s pioneers

Suntory Global Spirits-owned Laphroaig has launched Strong Characters, a new series that honours the distillery's pioneering figures.

The limited edition single malt whisky series, illustrated by British artist Bill Bragg, pays tribute to the pioneers who shaped Laphroaig’s history. The first release, dedicated to co-founder Donald Johnston, has matured for 33 years in American oak barrels and European oak ex-Sherry hogsheads. The release is said to reflect the 'uncompromising conviction' that led Donald and his brother Alexander to set up the distillery on farmland in 1815. Showcasing the distillery's 'iconic' smoky character, the 33-year-old single malt offers aromas of sweet fudge, heather honey, freshly baked sourdough bread, and a 'briny blast' of sea spray. Further notes of sweet vanilla crème brûlée, stewed rhubarb and apple with custard can be detected on the nose, while the gentle Sherry influence from the cask offers hints of Christmas cake and subtle spice on the palate. Savoury aromas can be detected on the finish, including smoked ham, cured mackerel, and a herbal, almost grassy smoke. A splash of water is recommended to release hints of billowing peat smoke. Teddy Joseph, global brand ambassador at Laphroaig, said: “There’s a growing desire amongst whisky drinkers for not only the flavours behind a distillery but also the story. Laphroaig has such a rich and compelling history, and the new Strong Characters series offers whisky drinkers the chance to delve deeper and discover the pioneers and stories that have made the brand what it is today. "We were also lucky enough to work with Bill Bragg, and his atmospheric imagery captures the history and spirit of life in this uncompromising isle.” Bragg has captured the tribulations, hardships, and triumphs of the brothers' journeys by utilising his signature style across a set of black and white images in the accompanying booklet and on the bottle. Bragg commented: “All my projects start in black and white. I think it was a really good pairing with this project, as people often describe Laphroaig as a combination of unapologetic peatiness in an elegant whisky. It’s rough and smooth, and I wanted to retain a little of that in the drawings themselves. Boldness meets elegance, which perfectly matches the whisky's character." He added: "Donald’s story is unique. I sketched a lot of him as this falling figure, as it’s such a dramatic and shocking end to his story, essentially giving his life to his craft.” Laphroaig Strong Characters first edition is offered at 43.8% ABV and is available now from selected retailers with an RRP of £960 (US$1,283). In June 2024, Suntory Global Spirits submitted a planning application to expand Laphroaig Distillery's production and improve its visitor experience. Earlier this year, the distillery unveiled the second edition of its experimental Elements series.