The Islay-based Laphroaig Distillery has announced an expansion in the rollout of its 12 Year Old travel retail exclusive.

Laphroaig 12 Year Old (46% ABV) is a peated single malt Scotch whisky matured in American oak ex-Bourbon barrels. It has been crafted to appeal to both established Laphroaig enthusiasts and ‘whisky-curious’ travellers.

The release is said to celebrate the unmistakable Laphroaig character, offering a bold and inviting flavour profile with notes of sweetness, salt and smoke. It will be introduced to major international airport hubs to meet growing consumer demand. The phased rollout begins in Paris this month, followed by Taipei and Beijing in April, and continues through May in Seoul, Delhi and Mumbai.

The global expansion follows a successful debut with Gebr. Heinemann, which featured dedicated tasting bars designed to drive traveller engagement. This focus on direct sampling proved highly effective in converting trial into purchase, confirming the strong appeal of the release among travelling whisky consumers.

To support this year’s rollout, Laphroaig has developed dedicated experiential activation spaces, complete with custom tasting bars, where whisky enthusiasts will be invited to explore the brand and the distinctive taste of Laphroaig 12 Year Old. To further enhance the experience, customers will receive a branded keyring and gift bag with their purchase.

Commenting on the announcement, Gareth Jones, General Manager, GTR Europe and Americas at Suntory Global Spirits, said: “Travel retail is a vital channel for Laphroaig, allowing us to connect with whisky enthusiasts worldwide when they are most open to discovery and experimentation. Following the 12 Year Old’s highly successful debut last year, we believe this remarkable new age statement will continue to resonate strongly with travelling consumers across international hubs. Combining activations with tastings is key for both loyal fans and curious newcomers to experience Laphroaig’s iconic bold, smoky character.”

Laphroaig 12 Year Old will be available from selected global travel retail outlets for RRP of €62.00.