The exclusive launch of ‘Willem by Willem’ single malt will be a Heathrow Terminal 5.

Laphroaig is introducing its limited-edition ‘Willem by Willem’ single malt to global travel retail, with an exclusive launch at London Heathrow Terminal 5 ahead of a wider airport roll-out.

The activation will run from 1-11 August in partnership with Avolta, marking the first stop for the expression before it expands to Singapore Changi, Mumbai, Delhi and Dubai airports later this year.

The release is the latest chapter in Laphroaig’s collaboration with actor Willem Dafoe, who joined the brand as a Friend of Laphroaig in 2025. Working alongside Senior Whisky Maker Sarah Dowling, Dafoe selected the whisky based on the emotional response it evoked, rather than its production process or traditional tasting notes.

Instead of publishing official tasting notes, the campaign encourages consumers to interpret the whisky for themselves, inspired by the film industry’s phrase “no notes” – a performance considered so complete that it requires no further direction.

Dafoe said: “It was a pleasure learning about each of the whiskies shortlisted to be ‘the one’. I made my final choice based on the whisky that evoked the most curiosity about its taste – something I still can’t put my finger on, but that’s half the fun.

“For me, when I sip ‘Willem by Willem’ I experience…you tell me. For all who drink it, I hope the whisky will inspire discussion.”

Dowling added: “Our experience with whisky is so personal, from how we drink it – whether neat, with water or in a cocktail – to the different opinions about its taste.

“It was important to Willem and me that we selected a rich and complex spirit, unmistakably Laphroaig, but which allowed people to interpret and enjoy it in their own way.”

The Heathrow activation will feature a dedicated High Profile Promotion space centred around a ‘Claim Your Turf’ experience, inviting travellers to join the Friends of Laphroaig community by planting a personalised flag into a display of Islay turf.

The release is the latest chapter in Laphroaig’s collaboration with actor Willem Dafoe, who joined the brand as a Friend of Laphroaig in 2025.

The activation will also include sampling of Laphroaig expressions, including Four Oak served in Paloma and Bubbles cocktails, alongside gifts with purchase such as seaweed gift bags, welly keyrings and bonus Friends of Laphroaig loyalty points.

Ashish Sagar, General Manager CoE GTR and MEA at Suntory Global Spirits, said: “Global travel retail plays a vital role in introducing consumers to the world’s most distinctive spirits and Laphroaig is a brand that rewards curiosity and discovery.

“‘Willem by Willem’ is a unique expression of that spirit. It is a whisky that invites travellers to experience, interpret and share their own perspective.”

‘Willem by Willem’ is a 14-year-old single malt finished in Oloroso casks and bottled at 53.7% ABV.