Laphroaig invites drinkers to relive their first time

Islay single malt Scotch brand Laphroaig is asking drinkers to recount their first experience of the heavily peated whisky as its #OpinonsWelcome campaign makes a return.

Laphraoig’s #OpinionsWelcome campaign returns for 2017

The tasting note-focused initiative returns for a fourth year, with fans given the chance to win a personalised artwork of their opinion for 2017.

Playing on the brand’s “love it or hate it” reputation, new and established Laphroaig drinkers alike are invited to share the first time they tried the whisky on the brand’s online ‘Opinions Wall’.

Consumers can design their tasting note opinions using various templates. The brand will then select the best opinions each week to be made into a piece of artwork and sent back to the fans.

The #OpinionsWelcome site will also build a collection of film using footage from the typographers and calligraphers making the artwork.

“Whether you think our inimitable liquid is like having your ‘tongue pinched by a briney crab’ or tastes ‘smokier than Darth Vader’s funeral pyre’, get sipping!” the brand said.

Last year’s #OpinionsWelcome campaign saw more than 200 prizes awarded, including five trips to Islay for those deemed to have the best opinions. The brand also projected some of the tasting notes onto the side of its distillery.

In 2014, #OpinionsWelcome comments were used as part of the brand’s wider social media and wider marketing.