Laphroaig hosts online malt whisky tasting

Beam is to broadcast Laphroaig Live from its Islay distillery following the unprecedented success of an online tasting hosted in London last year, viewed by more than 13,000 people.

Invitations have been sent to all online Friends of Laphroaig encouraging them to take part in the initiative. Both members and non-members will be invited to log on to the live web broadcast on June 18th from 20:00 GMT at www.laphroaig.com/live.

World renowned whisky expert and food and drinks writer Martine Nouet will lead the tasting, alongside Laphroaig master blender Robert Hicks and distillery manager John Campbell.

Laphroaig Live is being supported by the online arm of Waitrose for the event. All Ocado customers will be informed about Laphroaig Live by e-mail and invited to purchase Laphroaig for participation in the tasting.

The tasting includes Laphroaig 10 Year Old, Laphroaig Quarter Cask, Laphroaig Triple Wood, Laphroaig Cairdeas and Laphroaig Cairdeas 30 Year Old Double Matured. The Cairdeas (meaning 'friendship') whiskies have been specially created by Robert Hicks and are only available in limited quantities.

Beam Global Spirits and Wine Scotch brand director, Michael Cockram says, "The event was a phenomenal success last year attracting more than 4,000 questions from viewers ahead of the broadcast and a further 1,000 on the night. We are aiming to make this year's event the biggest online tasting in the world.

"We believe Laphroaig Live is a great way of reaching out to whisky drinkers across the world and increasing our already extensive following. Events like this put Laphroaig front of mind and can help to encourage sales in the on and off trade.

"It also provides an opportunity to educate consumers about the complex flavours of Laphroaig and introduce new drinkers looking for more challenging and distinctive malts to the brand."

The online tasting will run for 40 minutes and those interested are already being encouraged to put their questions to the panel via the website.

Multi-award winning Laphroaig is the number one selling Islay single malt Scotch whisky globally, known for its unmistakable peat-smoke flavours delivered by burning local Islay peat. Its membership scheme Friends of Laphroaig has 300,000 registered members and is a growing and active community of consumers who like to keep up to date on news from the distillery and engage with each other.

Any malt enthusiast wishing to participate in this live global tasting and debate should visit for more details: www.laphroaig.com/live.