Tasting classes will take place in London, Bristol, Manchester and Edinburgh this November, announced Laphroaig owner Beam Global.
Master blender Robert Hicks will guide consumers through a range of Laphroaig whiskies to improve consumers’ knowledge.
Michael Cockram, Scotch brands manager for Beam, said recently that single malts were seen as “a bit elitist” in the UK.
Single malts have been eclipsed by blended Scotch in the UK, while several industry figures believe Scotch whisky has neglected its domestic potential in the chase for export growth.
Bottles of Laphroaig 10 Year Old will carry an in-store promotion from this month, offering buyers the chance to win two tickets to one of the tastings.
Beam UK marketing manager Aileen Nicol said: “As the UK’s number one Islay malt we are committed to driving category growth and to achieve this we are focusing on broadening and deepening consumer knowledge of the category. Our masterclasses will be accessible and engaging for newcomers to Islay malt whisky as well as enthusiasts.”