Allied Domecq Spirits Wine (UK) Ltd (ADUK) has announced the addition of a number of new features to Laphroaig.com, the web site devoted to promoting Islay’s leading and most distinctive single malt whisky brand LAPHROAIG 10 Years Old Scotch Whisky.

Created to further enhance the relationship between the brand and its 100,000 'Friends' worldwide, the additions focus around four new services: the introduction of three e-mail birthday cards, which can be personalised; an on line booking facility for 'Friends' wishing to make the pilgrimage to Islay and the distillery; a new screensaver featuring a series of paintings by Laphroaig ‘resident’ artist Catharine Davison and a new Autumn collection of Laphroaig branded merchandise which includes specially commissioned Laphroaig outdoor clothing and sports wear, postcards and limited edition prints by Davison.

“As the leader in both the Islay Malt category and in Malt whisky loyalty programmes it is important that we continue to add value to the site”, says Liz Hodson Laphroaig Brand Manager at ADUK. “The birthday cards which we e-mailed to friends on their birthday are typical of this – not only do Friends get a special birthday message from Distillery Manager Iain Henderson, they also benefit from an additional 10% discount on items form the shop on that day”.

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