Laphroaig has launched a new experiential campaign across major Indian airports, combining the rollout of its 12-Year-Old whisky with immersive tasting experiences for international travellers.
The campaign, backed by Beam Suntory, highlights India as a key growth market. The focus is on engaging premium consumers through direct experiences rather than traditional marketing.
Focus on Tasting and Brand Experience
Instead of just placing bottles on shelves, Laphroaig is offering guided whisky tastings at airports. This helps travellers better understand the brand’s unique, smoky and peated flavour.
This approach reflects a broader trend in the premium spirits industry, where consumer experience and storytelling are becoming more important than simple visibility.
Why Airports?
Airports are now seen as high-potential retail spaces, especially in India where international travel is steadily increasing. Travellers are more open to trying new and premium products in duty-free zones.
By creating tasting experiences in these locations, Laphroaig is turning airports into discovery platforms, not just shopping areas.
Strategic Rollout Across Key Locations
The campaign is being introduced in phases across major Indian metro airports. This allows the brand to target high-value, premium consumers who are more likely to upgrade their choices.
Adapting to Changing Marketing Rules
With strict regulations on alcohol advertising in India, brands are shifting towards experience-led marketing. Campaigns like this allow companies to connect with consumers in controlled environments while still building strong brand awareness.
A Shift in Travel Retail
This initiative also shows how travel retail is evolving. Airports are no longer just places to buy products—they are becoming spaces where consumers can taste, learn, and experience brands firsthand.
