My tryst with the iconic Islay single malt Scotch whisky dates over more than a decade now. It’s a given that when you first enter the single malt category, you start with a Glenfiddich. You allow your palate to evolve, and then you introduce a robust and intense flavour like Laphroaig. The first time I sipped a Laphroaig was way back in the early 2000, when I entered the world of whisky. Over the years I have been very closely connected with the brand, as I fell more and more in love with this peaty monster.
The Distillery is based on Islay, an island off the west coast of Scotland, famous for its peated whisky. This distillery was established in 1815 and is owned today by Beam-Suntory. I got an opportunity to visit in 2006. The romance that I have been weaving with the distillery and the amazing relationship I have had with the Distillery manager, John Campbell became stronger during the tastings conducted there. He represents this brand which also happens to be the most popular peated single malt scotch whisky available.
At first sight (as was told to me by a common dear friend) he looks like a cowboy aspirant with clean good looks, be warned he isn’t just about the good looks. He can toast the most interesting anecdotes on whiskey, not just across Scotland but across the world.
I met up with John again in London and we got talking about how the journey looks ahead for the brand. He said, 2018 has been another very strong year for the brand and demand continues to exceed supply as people are consuming faster than they can make it. Core markets have high growth and some of the newer markets may struggle for volume which will hopefully be fixed in the very near future.
He also mentioned, the key trends driving the brand will be feeling of Provenance which keeps increasing year on year as people throng to visit home of the brand. Single malt continues to be the focus dude to its high alcohol value. Innovation plays a key role within brands and being balanced, natural, organic, ecological and being environment sensitive is emerging as a stronger trend. Key focus remains on keeping brands flexible and specific, as consumer insights will play a huge role in future trends in the emerging as well as established markets.
These trends will continue to be the focus for the next 10 years.
Having heard his view and applying my own understanding of the current trend, I can say with conviction is that Laphroaig has well established itself with its complex flavour profile and continues to dominate the market as one of the finest peated malt.
What 2019 brings for the brand will be another exciting year in conquering new markets.
Slainte and enjoy responsibly!
