Laphroaig Single Malt 31 Year Old is an exceptional expression and to launch it they asked us to come up with something equally special. We gave them the story of Ian Hunter, the man who took the whisky from boutique snifter to a globally recognised brand. The packaging for the 31 Year Old is a book, with a cutout for the bottle and surrounded by copy, rich in genuine Laphroaig history.

It's been used ever since for their single malt expression ever since.