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The Laphroaig Choir Christmas Tour

date published

02.12.2019

author

Kirsten Blackie-Gault

Category

Brand updates

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Christmas is fast approaching and Laphroaig – the UK’s no.1 peated single malt* – will be spreading festive cheer with its famous Christmas Choir as it tours four key cities throughout December.

Since the introduction of the award winning ‘Opinions Welcome’ campaign, Laphroaig has received over 20,000 opinions from consumers who have both loved and loathed our unforgettable whisky in equal measure. Some were so unique they were turned into lyrics for classic Christmas carols, including Away in a Manger (‘It’s like being kicked in the face by a horse’) and Jingle Bells (‘Magic in a bottle, anise front, camp fi­re middle’)

The choir tour will begin in London with performances in front of a Laphroaig Christmas tree at Leicester Square Christmas market, where Laphroaig is the official Scotch whisky partner. Consumers can purchase Laphroaig neat or in festive cocktails - Smoky Ginger or a Smoky Winter Warmer - at venue bars.

The choir will then be transported on a fully-branded tour bus to perform in Birmingham, Edinburgh and Manchester before returning to Leicester Square.

This is the first time the choir has toured the UK, after a successful tour of the US in 2017. A previous recording of the choir in action can be viewed here.

Mike MacKenzie, Laphroaig brand manager at Edrington-Beam Suntory UK, said: “We’re delighted to be taking our choir on a UK tour for the first time. This is a fantastic example of big brand behaviour and will help Laphroaig stand out during one of the busiest periods for spirits." 

Full details of the choir tour dates and locations are as follows:

London:

  •        Picturehouse Central and Ritzy: December 5th
  •        Leicester Square – December 6th, 7th, 13th and 14th (6-9pm)

Birmingham:

  •         Bullring: December 8th (12-5pm)

Edinburgh:

  •         Festival Square: December 10th (12-6pm)

Manchester:

  •       The Oast House: December 12th (4-7pm) 

 

*CGA/Nielsen combined MAT value sales Oct 2019