Laphroaig’s communications are as bold and straightforward as the whisky’s own character. We translated this approach to the bar – because after all, the messaging needs to match the product at every touchpoint.
So, for World Bartender Day, we gave bartenders the chance to finetune their own communications. Across several workshops, they were paired with a professional copywriter to come up with themes and drink names for their next menu. Each hosting bar developed its own bespoke Laphroaig creation, named by those attending the Cologne, Munich, and Berlin events.