Laphroaig rolls out Willem by Willem whisky in travel retail worldwide

Laphroaig has introduced a limited‑edition 14‑year‑old single malt, "Willem by Willem," created in partnership with actor Willem Dafoe and senior whisky maker Sarah Dowling. The 53.7% ABV whisky will debut at London Heathrow Airport Terminal 5 on 1 August, priced at US$142, before expanding to Singapore Changi, Mumbai Chhatrapati Shivaji Maharaj, Delhi Indira Gandhi and Dubai International airports later in the autumn.

The rollout includes an Avolta‑led activation featuring a dedicated bar, a "Claim Your Turf" experience where travelers place a personalized flag on a collective display, guided tastings, and gift‑with‑purchase items such as a seaweed bag and keychain. The promotion aims to grow Laphroaig’s global "Friends of Laphroaig" community and highlight the brand’s collaboration with Dafoe, who selected the whisky for its curiosity‑evoking character rather than traditional tasting notes.