Lagavulin Single Malt Scotch Whisky is unveiling its new Beyond the Smoke marketing campaign designed to redefine perceptions of Scotch and inspire discerning whisky drinkers to explore the many dimensions that make the spirit legendary. 

Beyond the Smoke is an invitation to experience the whisky as a catalyst for curiosity, sparking exploration and igniting a path to discover the many ways to enjoy it.

The Beyond the Smoke campaign was created in partnership with Uncommon Creative Studio and features a suite of work that brings Lagavulin’s legacy to life by blending its rich heritage with moments of discovery. 

The hero spot, directed by MIKE+JIM from Art Practice, uses a single shot to go from a Brooklyn bar to the brand’s distillery on Islay—recreated as a bespoke diorama (an exact replica) of the brand’s Scotland home by MUTABOR Practical Effects—to a dinner at home and a New York rooftop, showcasing how Lagavulin’s smoky character flows into a modern lifestyle. 

Another key element in the storytelling that connects the Lagavulin brand’s past with its present is the film’s voiceover by longtime creative partner Nick Offerman. Offerman’s ethereal narration breathes life into the creative, blending visuals with his signature poetic style, vocal timbre and singular message-—a call to viewers to boldly pursue lesser-known paths in their enjoyment of Lagavulin and beyond. Overall, the campaign highlights the versatility of Lagavulin, showcasing just a few of the countless serves and places where it can be enjoyed and explored.

“Lagavulin is more than just a smoky whisky; it evolves with every sip,” Jesse Damashek, Senior Vice President of Whiskey at Diageo, said in a news release. “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.”

For over two centuries, the Lagavulin Distillery has stood at the heart of Islay, an island in the Western Hebrides of Scotland steeped in history, where whisky-making is a central part of the local culture. In recent years, Islay’s whisky scene has experienced a renaissance, with new generations and demographics of distillers embracing the craft while continuing to push boundaries. 

Today, Lagavulin represents both heritage and innovation — an evolution in how whisky is both made and enjoyed. Lagavulin is often enjoyed in its purest form — neat or on the rocks — where its smoky character and rich depth shine. Its versatility also lends itself to elevated cocktails, like the Spicy Margarita, which replaces mezcal with Lagavulin 16 Year Old, or the beloved Smokey Cokey, blending the whisky’s peaty depth with cola’s sweetness.

To introduce Lagavulin to new audiences, the brand is partnering with Racquet, a tennis magazine known for its cultural perspective on the sport, and Highsnobiety, a fashion publication that blends streetwear, luxury and pop culture.

Beyond the Smoke will be amplified across various media channels inclusive of social media, digital streaming platforms, print, and various publishers digitally – bringing Lagavulin’s character and complexity to a national audience.

Read more: Lagavulin, Nick Offerman Release New Rum Cask Expression

ABOUT DIAGEO

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo products are sold in more than 180 countries around the world. For more information about Diageo, visit www.diageo.com.