NO SMOKE WITHOUT FIRE -POWER LAPHROAIG SELECTS STIR AS GLOBAL PR AGENCY
Following a competitive pitch process, Stir Public Relations has been appointed by Beam Suntory to lead its 2024 global communications for Laphroaig Islay Scotch whisky.
As part of the integrated communications brief, Stir will be responsible for developing the global strategic platform and toolkit for the brand’s new launches in 2024, as well as celebrating 30 years of Friends of Laphroaig – the brands 600,000+ strong members group.
Laphroaig is the best-selling Islay Single Malt Scotch whisky globally.[1] For over 200 years, Laphroaig’s distinctive bold liquid has reflected its character and personality and is crafted with an uncompromising belief of what whisky should be.
Polly Atherton, MD at Stir PR comments on the win; "We feel very proud to welcome Laphroaig into the Stir fold of brand partners and beginning this new relationship with Beam Suntory. It's set to be a big year for Laphroaig, and the warm welcome we've had across the entire Global team has set us up to deliver ambitious and exciting work together. The whisky category still contains many tired tropes and traditions, however Laphroaig are bold enough to truly make waves in unexpected places, so watch this space."
Stephanie Blanco Jurado, Senior Brand Manager at Laphroaig, says; "Stir has shown expertise and collaboration throughout the pitch process. They challenged our thinking and direction to present refreshing, new ideas."
The project will continue to be led by Alishia Chitolie, Director, and Richard Thiardt, Head of Creative, who both have over 10 years' experience in the Wine, Beer, and Spirits Industry. Market activations will run across the UK, Germany, France, USA, and the Netherlands.
The win marks the latest for Stir PR this year, following Denzel’s, Princess Cruises, DUNKIN’ Donuts, Oddly Good, Beerwulf and Chapel Down all recent wins for the consumer lifestyle agency.