Lagavulin Claims There Is More Beyond The Smoke

Islay-based Scotch whisky producer Lagavulin has debuted their latest marketing campaign, entitled “Beyond the Smoke”, where the brand attempts to deflect some of their smoky reputation.

The promotional spot is accentuated with a voiceover from actor and longtime creative partner Nick Offerman and features a Brooklyn bar, Lagavulin’s distillery on Islay – albeit, re-created as a diorama – and a New York rooftop [perhaps suggesting New Yorkers are the primary target audience].

In an attempt to expand their audience beyond Offerman and New York, Lagavulin has also begun collaborations with tennis magazine “Racquet” and “Highsnobiety”, a fashion publication revolving around streetwear, luxury and pop culture.

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