Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has launched a new consumer campaign for Laphroaig Single Malt Scotch Whisky called ‘Laphroaig Creates Debate’.

Highlighting the brand’s bold and ‘opinionated’ positioning, the campaign focuses around a series of high profile events: topical public debates ‘hosted’ by The Spectator magazine and sponsored by Laphroaig.

Chaired by Boris Johnson, editor of The Spectator, each event will feature prominent and provocative speakers debating a range of topical issues such as ‘Who runs the country – the press or the politicians?’.  Tickets, which include a welcome drink of Laphroaig and dinner after the debate, are available through The Spectator and the results of each debate will be highlighted in subsequent issues of the magazine.

Paul Woodward, Brand Director for Laphroaig at ADUK, comments, “Our own research indicates that Laphroaig consumers tend to be strong and opinionated individuals who enjoy ‘letting off steam’ whilst appreciating the bold and distinctive smoky flavour of the UK’s favourite Islay single malt Scotch whisky.  The ‘Laphroaig Creates Debate’ campaign enables us to bring the personality of the brand to life in a uniquely interactive way and engage with over 60,000 core target consumers through our first ever media partnership with The Spectator magazine.” 

The first event of the series – a sold out affair - took place at Simpsons-in-the-Strand, London, on Thursday 24^th October.  Over 150 Spectator readers packed The Regency Room to hear Lord Hannay, Will Hutton, The Rt Honourable David Trimble MP and James Rubin* debating the motion, “Do Britain’s interests lie more with Europe or America” whilst enjoying a toot of Laphroaig Single Malt Whisky.

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* The Rt Honourable David Trimble MP - Leader of the Ulster Unionists and Northern Ireland's first power sharing executive. Won the Nobel Peace Prize in 1998 (jointly with SDLP leader John Hume) for developing the Good Friday Agreement.

James Rubin - Former Advisor to President Clinton and Assistant Secretary of State to Madeline Albright in The Clinton Administration.

Lord Hannay - Former Ambassador and UK Permanent Representative to the European Community and British Permanent Representative to the UN.

Will Hutton - journalist, writer and broadcaster, ex-editor-in-chief of The Observer and Director of Guardian National Newspaper Group. Author of 'The State We're In' and 'The Stockholding Society' and Chief Executive of The Work Foundation.

Notes to editors

LAPHROAIG Single Malt Scotch Whisky is a registered trademark of Allied Domecq Spirits & Wine Ltd.

For more information please contact:

Mark Hunt - mark@jeffersonhunt.co.uk

Jefferson Hunt Communication Consultants Ltd