<h2>New global marketing initiative redefines the Islay classic for modern whisky lovers</h2>
<p>Lagavulin, the iconic Islay Single Malt Scotch Whisky, unveils its latest global campaign titled <strong>“Beyond the Smoke”</strong>, a creative endeavor that invites whisky drinkers to explore the spirit’s depth far beyond its legendary peaty character. Launching first in the United States, this initiative highlights the <strong>versatility and layered complexity</strong> of Lagavulin, with its flagship <strong>16 Year Old</strong> expression—recently awarded Platinum at the 2024 San Francisco Wine and Spirits Awards—taking center stage.</p>
<h3>A visually immersive journey from Islay to urban lifestyle</h3>
<p>The campaign’s hero spot, filmed in a seamless single take, links a <strong>Brooklyn bar</strong> to a meticulously handcrafted diorama of the <strong>Lagavulin distillery</strong> on Islay. Directed by MIKE+JIM and designed by MUTABOR Practical Effects, the video moves through intimate moments—from a dinner at home to a rooftop gathering—showing that <strong>Lagavulin fits into modern, elevated lifestyles</strong>. Adding to the atmosphere, longtime collaborator <strong>Nick Offerman</strong> narrates with his trademark poetic tone and gravitas.</p>
<div class="gold_line">  
<p>The campaign redefines Lagavulin’s smoky profile, showing its place not just in classic drams, but also in bold cocktails like a <strong>Spicy Margarita</strong> or a <strong>Smokey Cokey</strong>, inviting a new audience to explore whisky in unexpected ways.</p>
</div>  
<h3>A call to discover more than smoke</h3>
<p>While the peat smoke is a signature of Islay, <strong>“Beyond the Smoke”</strong> highlights how <strong>Lagavulin evolves with every sip</strong>. The campaign encourages whisky lovers to explore beyond tradition, experiencing the full spectrum of the whisky—from neat pours to creative serves.</p>
<h3>Masterful insight into versatility</h3>
<p><strong>“Lagavulin is more than just a smoky whisky; it evolves with every sip,”</strong> the campaign declares. <strong>“Beyond the Smoke invites people to explore the layers that lie beyond the initial taste and discover the full spectrum of how it can be enjoyed—whether in a cozy cocktail bar or during a vibrant dinner party.”</strong></p>
<p>Through partnerships with culture-forward brands like <strong>Racquet</strong> and <strong>Highsnobiety</strong>, Lagavulin bridges its heritage with contemporary lifestyle—proving that great whisky is as adaptable as it is timeless.</p>


## New global marketing initiative redefines the Islay classic for modern whisky lovers  

Lagavulin, the iconic Islay Single Malt Scotch Whisky, unveils its latest global campaign titled **“Beyond the Smoke”**, a creative endeavor that invites whisky drinkers to explore the spirit’s depth far beyond its legendary peaty character. Launching first in the United States, this initiative highlights the **versatility and layered complexity** of Lagavulin, with its flagship **16 Year Old** expression—recently awarded Platinum at the 2024 San Francisco Wine and Spirits Awards—taking center stage.  

### A visually immersive journey from Islay to urban lifestyle  

The campaign’s hero spot, filmed in a seamless single take, links a **Brooklyn bar** to a meticulously handcrafted diorama of the **Lagavulin distillery** on Islay. Directed by MIKE+JIM and designed by MUTABOR Practical Effects, the video moves through intimate moments—from a dinner at home to a rooftop gathering—showing that **Lagavulin fits into modern, elevated lifestyles**. Adding to the atmosphere, longtime collaborator **Nick Offerman** narrates with his trademark poetic tone and gravitas.  

<div class="gold_line">  

The campaign redefines Lagavulin’s smoky profile, showing its place not just in classic drams, but also in bold cocktails like a **Spicy Margarita** or a **Smokey Cokey**, inviting a new audience to explore whisky in unexpected ways.  
</div>  

### A call to discover more than smoke  

While the peat smoke is a signature of Islay, **“Beyond the Smoke”** highlights how **Lagavulin evolves with every sip**. The campaign encourages whisky lovers to explore beyond tradition, experiencing the full spectrum of the whisky—from neat pours to creative serves.  

### Masterful insight into versatility  

**“Lagavulin is more than just a smoky whisky; it evolves with every sip,”** the campaign declares. **“Beyond the Smoke invites people to explore the layers that lie beyond the initial taste and discover the full spectrum of how it can be enjoyed—whether in a cozy cocktail bar or during a vibrant dinner party.”**  

Through partnerships with culture-forward brands like **Racquet** and **Highsnobiety**, Lagavulin bridges its heritage with contemporary lifestyle—proving that great whisky is as adaptable as it is timeless.  



spiritory_icon_blue-gold.jpg

Spiritory Team

Spiritory is a team of dedicated Whisky, Rum and Spirits Enthusiast. Our passion for the product, craftmanship and art of producing the finest spirits in the world will be represented in every article we write on our blog-page. Our goal is to produce content which is interesting to read and for a broad base of consumers, enthusiasts, investors and collectors.

Lagavulin’s “Beyond the Smoke” campaign invites exploration beyond its smoky character, highlighting the versatility and complexity of the Islay whisky.


## La nueva iniciativa global de marketing redefine el clásico Islay para los modernos amantes del whisky  

<div id="LagavulinBeyondTheSmoke"></div>  

Lagavulin, el icónico whisky single malt de Islay, presenta su última campaña global titulada **“Beyond the Smoke”**, una iniciativa creativa que invita a los amantes del whisky a explorar la profundidad del destilado, yendo más allá de su legendario carácter ahumado. La campaña, que se lanza inicialmente en Estados Unidos, destaca la **versatilidad y la complejidad** de Lagavulin, con su expresión insignia **16 Year Old**, recientemente premiada con el Platino en los San Francisco Wine and Spirits Awards de 2024.  

### Un viaje visual inmersivo de Islay al estilo de vida urbano  

El spot principal de la campaña, filmado en una única toma, conecta un **bar en Brooklyn** con un diorama meticulosamente recreado de la **destilería Lagavulin** en Islay. Dirigido por MIKE+JIM y diseñado por MUTABOR Practical Effects, el video transita por momentos íntimos, desde una cena en casa hasta una reunión en una azotea, mostrando cómo **Lagavulin encaja perfectamente en un estilo de vida moderno y sofisticado**. La voz de **Nick Offerman**, colaborador de larga data, aporta al spot, narrando con su tono poético y único.  

<div class="gold_line">  

La campaña redefine el perfil ahumado de Lagavulin, mostrando su lugar no solo en tragos clásicos, sino también en cócteles audaces como el **Spicy Margarita** o el **Smokey Cokey**, invitando a una nueva audiencia a explorar el whisky de maneras inesperadas.  
</div>  

### Una invitación a descubrir más allá del humo  

Si bien el humo de turba es una firma de Islay, **“Beyond the Smoke”** resalta cómo **Lagavulin evoluciona con cada sorbo**. La campaña anima a los amantes del whisky a explorar más allá de la tradición, experimentando todo el espectro del destilado, desde las degustaciones puras hasta los cócteles creativos.  

### La visión del maestro sobre la versatilidad  

**“Lagavulin es más que un simple whisky ahumado; evoluciona con cada sorbo,”** afirma la campaña. **“Beyond the Smoke invita a las personas a explorar las capas que se encuentran más allá del gusto inicial y descubrir todo el espectro de cómo se puede disfrutar—ya sea en un bar acogedor o durante una animada cena.”**  

Gracias a colaboraciones con marcas como **Racquet** y **Highsnobiety**, Lagavulin conecta su herencia con un estilo de vida contemporáneo, demostrando que el gran whisky es tan adaptable como atemporal.  

Para más información, visita [malts.com](https://www.malts.com/en-row/distilleries/lagavulin/) o sigue a **@lagavulinwhisky** en Instagram.  


La campaña «Beyond the Smoke» de Lagavulin invita a explorar más allá de su carácter ahumado, destacando la versatilidad y complejidad del whisky de Islay.

Lagavulin lanza la campaña “Beyond the Smoke” para celebrar su complejidad  

  
## Die neue globale Marketinginitiative definiert den klassischen Islay für moderne Whisky-Liebhaber neu  

<div id="LagavulinBeyondTheSmoke"></div>  

Lagavulin, der ikonische Single Malt Whisky aus Islay, präsentiert seine neueste globale Kampagne mit dem Titel **„Beyond the Smoke“**, eine kreative Initiative, die Whisky-Liebhaber einlädt, die Tiefe des Destillats zu entdecken und über den legendären rauchigen Charakter hinauszugehen. Die Kampagne, die zunächst in den USA startet, hebt die **Vielseitigkeit und Komplexität** von Lagavulin hervor, einschließlich seiner Flaggschiff-Abfüllung **16 Year Old**, die kürzlich mit dem Platinum Award bei den San Francisco Wine and Spirits Awards 2024 ausgezeichnet wurde.  

### Eine visuelle Reise von Islay zum urbanen Lebensstil  

Der Hauptspot der Kampagne, der in einer einzigen Aufnahme gedreht wurde, verbindet eine **Bar in Brooklyn** mit einem sorgfältig nachgebildeten Diorama der **Lagavulin Distillerie** auf Islay. Regie führten MIKE+JIM und das Design stammt von MUTABOR Practical Effects. Das Video führt durch intime Momente, von einem Abendessen zu Hause bis hin zu einem Treffen auf einer Dachterrasse, und zeigt, wie **Lagavulin nahtlos in einen modernen, eleganten Lebensstil passt**. Die Stimme von **Nick Offerman**, einem langjährigen kreativen Partner, bereichert den Spot mit seiner poetischen Erzählweise und einzigartigen Tonalität.  

<div class="gold_line">  

Die Kampagne definiert das rauchige Profil von Lagavulin neu und zeigt, wie der Whisky nicht nur in klassischen Drams, sondern auch in gewagten Cocktails wie dem **Spicy Margarita** oder dem **Smokey Cokey** zur Geltung kommt und ein neues Publikum dazu einlädt, den Whisky auf unerwartete Weise zu erleben.  
</div>  

### Eine Einladung, mehr als den Rauch zu entdecken  

Obwohl der Torfrauch eine Signatur von Islay ist, hebt **„Beyond the Smoke“** hervor, wie **Lagavulin mit jedem Schluck weiterentwickelt wird**. Die Kampagne ermutigt Whisky-Liebhaber, über die Tradition hinauszugehen und das gesamte Spektrum des Destillats zu entdecken—von puren Verkostungen bis hin zu kreativen Cocktails.  

### Die Sicht des Masterblenders auf Vielseitigkeit  

**„Lagavulin ist mehr als nur ein rauchiger Whisky; er entwickelt sich mit jedem Schluck,“** erklärt die Kampagne. **„Beyond the Smoke lädt die Menschen ein, die Schichten zu entdecken, die über den ersten Geschmack hinausgehen, und das gesamte Spektrum zu erleben, wie er genossen werden kann—sei es in einer gemütlichen Bar oder bei einem lebhaften Abendessen.“**  

Dank Kooperationen mit Marken wie **Racquet** und **Highsnobiety** verbindet Lagavulin sein Erbe mit einem zeitgemäßen Lebensstil und beweist, dass großartiger Whisky ebenso anpassungsfähig wie zeitlos ist.  

Für mehr Informationen besuchen Sie [malts.com](https://www.malts.com/en-row/distilleries/lagavulin/) oder folgen Sie **@lagavulinwhisky** auf Instagram.  


Die Lagavulin-Kampagne „Beyond the Smoke“ lädt dazu ein, über den rauchigen Charakter hinaus die Vielseitigkeit und Komplexität des Islay-Whiskys zu erkunden.

Lagavulin startet die Kampagne „Beyond the Smoke“ zur Feier seiner Komplexität  

  
## La nuova iniziativa globale di marketing ridefinisce il classico Islay per i moderni amanti del whisky  

<div id="LagavulinBeyondTheSmoke"></div>  

Lagavulin, il leggendario whisky single malt di Islay, presenta la sua ultima campagna globale dal titolo **“Beyond the Smoke”**, un'iniziativa creativa che invita gli appassionati di whisky a esplorare la profondità del distillato, andando oltre il suo carattere affumicato leggendario. La campagna, che parte prima negli Stati Uniti, evidenzia la **versatilità e la complessità** di Lagavulin, con la sua espressione di punta **16 Year Old**, recentemente premiata con il Platino ai San Francisco Wine and Spirits Awards del 2024.  

### Un viaggio visivo immersivo da Islay allo stile di vita urbano  

Il punto focale della campagna, un video realizzato in un'unica ripresa, collega un **bar a Brooklyn** a un diorama meticolosamente ricreato della **distilleria Lagavulin** a Islay. Diretto da MIKE+JIM e progettato da MUTABOR Practical Effects, il video si muove attraverso momenti intimi—da una cena a casa a un incontro su un tetto—dimostrando che **Lagavulin si inserisce perfettamente in uno stile di vita moderno e sofisticato**. La voce di **Nick Offerman**, collaboratore storico, aggiunge al fascino del video, raccontando con il suo tono poetico e gravitas unico.  

<div class="gold_line">  

La campagna ridefinisce il profilo affumicato di Lagavulin, mostrando il suo posto non solo nei dram classici, ma anche in cocktail audaci come il **Spicy Margarita** o il **Smokey Cokey**, invitando un nuovo pubblico a esplorare il whisky in modi inaspettati.  
</div>  

### Un invito a scoprire più di un semplice fumo  

Mentre il fumo di torba è una firma di Islay, **“Beyond the Smoke”** sottolinea come **Lagavulin evolva con ogni sorso**. La campagna incoraggia gli amanti del whisky a esplorare oltre la tradizione, vivendo tutta la gamma del distillato—da degustazioni pure a serve creative.  

### Un'analisi del master sulla versatilità  

**“Lagavulin è più di un semplice whisky affumicato; si evolve con ogni sorso,”** afferma la campagna. **“Beyond the Smoke invita le persone a esplorare i strati che vanno oltre il gusto iniziale e scoprire tutta la gamma di come può essere gustato—sia in un bar accogliente che durante una vivace cena.”**  

Grazie a collaborazioni con brand come **Racquet** e **Highsnobiety**, Lagavulin unisce il suo patrimonio a uno stile di vita contemporaneo, dimostrando che il grande whisky è tanto adattabile quanto senza tempo.  

Per maggiori informazioni, visita [malts.com](https://www.malts.com/en-row/distilleries/lagavulin/) o segui **@lagavulinwhisky** su Instagram.  


La campagna “Beyond the Smoke” di Lagavulin invita ad andare oltre il suo carattere affumicato, evidenziando la versatilità e la complessità del whisky di Islay.

Lagavulin Launches “Beyond the Smoke” Campaign to Celebrate Its Complexity

New global marketing initiative redefines the Islay classic for modern whisky lovers

A visually immersive journey from Islay to urban lifestyle

A call to discover more than smoke

Masterful insight into versatility

About the author

Spiritory Team

Related Blog Posts