Lagavulin, the iconic Single Malt Scotch Whisky from the rugged shores of Islay, has long been celebrated for its bold, smoky flavor. For over 200 years, the distillery has crafted a spirit that embodies the wild, windswept essence of its island home. But in 2025, Lagavulin is breaking new ground with its “Beyond the Smoke” campaign, a fresh and ambitious effort to show the world that this whisky is far more than just its signature peatiness. This campaign invites everyone—from seasoned whisky lovers to curious newcomers—to dive deeper into the layers of flavor, history, and versatility that make Lagavulin a legend.
A Campaign That Sparks Curiosity
The “Beyond the Smoke” campaign is all about discovery. It’s not just about sipping whisky; it’s about exploring the stories, moments, and possibilities that come with every glass. Lagavulin wants to challenge the idea that Scotch is only for quiet evenings by the fire or stuffy tasting rooms. Instead, it’s positioning its whisky as a companion for modern life—whether that’s a lively dinner party, a rooftop toast in the city, or a creative cocktail shaken up at a trendy bar.
To bring this vision to life, Lagavulin teamed up with Uncommon Creative Studio, a group known for pushing creative boundaries. The result is a campaign that feels both timeless and forward-thinking, blending the distillery’s rich heritage with a vibrant, contemporary edge. From a single-shot film that travels from a Brooklyn bar to a miniature replica of Lagavulin’s Islay distillery, to partnerships with cultural tastemakers like Racquet and Highsnobiety, the campaign is designed to reach new audiences and spark conversations about what whisky can be.
A Journey Through Time and Place
At the heart of the campaign is a stunning short film, directed by the creative duo MIKE+JIM from Art Practice. The film uses a single, seamless shot to take viewers on a journey. It starts in a bustling Brooklyn bar, where a glass of Lagavulin is poured, and moves to a meticulously crafted diorama of the Lagavulin distillery, built by MUTABOR Practical Effects to mirror the real thing on Islay. From there, the camera glides to a cozy dinner at home and ends on a New York rooftop, where friends raise their glasses under the stars. The message is clear: Lagavulin’s smoky, complex character isn’t confined to one setting—it fits just as well in a modern, urban lifestyle as it does in the rugged Scottish Hebrides.
Adding to the film’s magic is the voice of Nick Offerman, a longtime Lagavulin collaborator and beloved actor known for his poetic charm. His narration weaves through the visuals, inviting viewers to embrace curiosity and explore new ways to enjoy the whisky. Offerman’s warm, distinctive voice doesn’t just tell a story—it feels like a personal call to adventure, urging people to step off the beaten path and discover the unexpected sides of Lagavulin.
More Than Just Smoke
For many, Lagavulin is synonymous with its bold, peaty flavor—a smoky intensity that comes from the island’s unique landscape and centuries-old distilling traditions. But the “Beyond the Smoke” campaign emphasizes that there’s so much more to this whisky. “Lagavulin is more than just a smoky whisky; it evolves with every sip,” says Jesse Damashek, Senior Vice President of Whiskey at Diageo, the global beverage company behind Lagavulin. The campaign encourages people to look beyond that first smoky note and uncover the layers of richness, depth, and complexity that unfold with each taste.
This versatility is a big part of what makes Lagavulin special. While it’s often savored neat or over ice, where its full character can shine, the whisky also plays well in cocktails. The campaign highlights creative serves like the Spicy Margarita, which swaps out mezcal for Lagavulin 16 Year Old to add a smoky twist, or the Smokey Cokey, a simple but delicious mix of Lagavulin and cola that balances peat with sweetness. These drinks show that Lagavulin can be just as at home in a craft cocktail bar as it is in a traditional whisky glass.
A Legacy Rooted in Islay
Lagavulin’s story begins on Islay, a small island off Scotland’s west coast where whisky-making is woven into the fabric of life. For over two centuries, the distillery has stood on the island’s rocky shores, drawing on local peat, water, and barley to create its signature spirit. Islay’s whisky culture is steeped in history, but it’s also alive with innovation. In recent years, a new wave of distillers—younger and more diverse—has breathed fresh energy into the island’s traditions, experimenting with techniques and flavors while staying true to the craft.
Lagavulin embodies this balance of old and new. Its methods are rooted in time-honored practices, like slow distillation and aging in oak casks, but its approach to how whisky is enjoyed is anything but rigid. The “Beyond the Smoke” campaign celebrates this evolution, showing how Lagavulin honors its past while embracing the future.
Reaching New Audiences
To connect with a broader, more diverse crowd, Lagavulin is thinking outside the whisky world. The brand has partnered with Racquet, a tennis magazine that explores the sport through a cultural lens, and Highsnobiety, a publication that blends fashion, streetwear, and pop culture. These collaborations are a bold move to bring Lagavulin to people who might not typically reach for a Scotch, whether they’re tennis fans, fashion enthusiasts, or just curious about new experiences.
The campaign is also making waves across multiple platforms. From social media posts and digital streaming ads to print features and online publishers, “Beyond the Smoke” is designed to meet people where they are. Whether someone’s scrolling through Instagram, reading a magazine, or watching a video online, they’ll encounter Lagavulin’s story and an invitation to explore its world.
Why “Beyond the Smoke” Matters
Lagavulin’s “Beyond the Smoke” campaign isn’t just a marketing push—it’s a redefinition of what whisky can mean in today’s world. By highlighting the spirit’s versatility, celebrating its heritage, and reaching out to new audiences, Lagavulin is proving that it’s not just a drink for connoisseurs. It’s a spirit for anyone who’s curious, adventurous, and open to discovering something new.
For those who’ve never tried Lagavulin, the campaign is an invitation to take that first sip and see where it leads. For longtime fans, it’s a reminder of why they fell in love with the whisky in the first place—and a nudge to try it in a new way, whether that’s in a cocktail, at a party, or shared with friends. With “Beyond the Smoke,” Lagavulin is charting a bold new path, one that honors its roots while inviting everyone to join the journey.
Watch The Campaign
