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Laphroaig has unveiled their classic 10 year old single malt housed in outer packaging inspired by the iconic Wellington boot. The green rubber bag, designed by London-based agency Butterfly Cannon pays homage to the distinctive footwear worn by visitors to the distillery, as well as serving as a testament to the distillery’s deep connection with their land.

Taking inspiration from the wellies’ flexible rubber, adjustable buckle and sturdy tread, these features were combined with Laphroaig’s signature green colour. The front of the bag features a prominent letter ‘L’ and the words ‘Friends of Laphroaig,’ a nod to the exclusive community associated with the distillery.

The playful packaging has been designed for reuse – the bag comes equipped with a side strap for easy carrying, making it suitable for various purposes, from carrying camping gear to art supplies or even another bottle of Laphroaig! 

The tagline for this campaign is ‘Give Them Some Wellie,’ reinforcing the packaging’s purpose as a distinctive gift box and underlining its reusability. The campaign will be promoted through various off-trade brand activations, combining digital activities and social media engagement.