Laphroaig unplugged in web debate

30 November, 2007

Beam Global Spirits & Wines has created a virtual tasting and online debate for Islay single malt Scotch whisky Laphroaig.

The Laphroaig taste debate took place on Nov 21 hosted by a panel of whisky experts made up of Laphroaig distillery manager John Campbell, master blender Robert Hicks, and Jim Murray, author of the Whisky Bible.

The event ran for 40 minutes and covered four Laphroaig expressions - 10 Year Old, Quarter Cask, 10 Year Old Cask Strength, and the Sherry matured 27 Year Old. Participants also had the opportunity to vote for a fifth expression for the panel to taste, which was the new 25 Year Old.

During the run up to the webcast, members of the online community Friends of Laphroaig were asked to submit questions to be put before the panel.

Marketing manager Aileen Nicol said the virtual tasting provided "a unique opportunity for consumers to learn more about one of their favourite whiskies and its 190 year history".

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