LAGAVULIN STEPS INTO FASHION WITH TODD SNYDER AND BEN AHLERS

Diageo has unveiled a fashion-led campaign for Lagavulin in the US, partnering with New York menswear brand Todd Snyder and actor Ben Ahlers. The initiative, titled ‘Time & Craft’, includes a clothing collection and digital storytelling, marking a new chapter for the Islay single malt scotch whisky brand.

Diageo has announced a bold new marketing initiative for its Islay single malt scotch whisky brand Lagavulin, unveiling a collaboration with New York-based menswear label Todd Snyder and actor Ben Ahlers. The campaign, titled Time & Craft, represents a fresh attempt to position the whisky within the cultural space of fashion and lifestyle, while reinforcing its heritage of craftsmanship.

The partnership was revealed in the US this week, with Ahlers starring in a promotional video shared across Lagavulin’s social media channels. In what Diageo described as “the first chapter of the Todd Snyder New York x Lagavulin partnership”, the launch includes a capsule clothing collection modelled by Ahlers. Items range from a US$128 Fair Isle Beanie to a $2,498 suede stable jacket, available through Todd Snyder’s website and select stores in the US. The collection is designed to reflect the artisanal values of both the whisky and the fashion brand, blending rugged Scottish tradition with contemporary New York style.

Diageo confirmed that the activation will extend beyond clothing, with in-store experiences and storytelling designed to transport consumers to Islay, the island home of Lagavulin. Additional digital content offering deeper insights into the distillery and its 200-year legacy is also planned, underscoring the campaign’s ambition to connect whisky enthusiasts with the brand’s origins. “As someone who genuinely loves Lagavulin 16-Year-Old, we were excited to immerse Todd in the place behind the whisky – our distillery on the island of Islay – as well as the generations of people who have crafted our spirit for more than 200 years,” said Jamie Young, Diageo’s Vice President of Scotch.

The collaboration reflects a growing trend of spirits brands aligning with fashion and lifestyle partners to broaden their appeal and reach new audiences. For Lagavulin, long celebrated for its rich, peaty character, the move represents an effort to build cultural relevance in the US market, where premium whisky continues to attract younger consumers seeking authenticity and storytelling.

The timing of the campaign is notable, as Diageo is currently facing industrial action at its Cameronbridge grain distillery in Scotland. Strikes have raised concerns about potential disruption to scotch production, with the company expressing disappointment at the proposed action. Against this backdrop, the Lagavulin initiative highlights Diageo’s determination to maintain momentum in brand-building activities, even as operational challenges loom.

By weaving together whisky, fashion, and celebrity influence, Diageo is positioning Lagavulin as more than a drink – as a lifestyle statement rooted in heritage yet expressed through modern craft. The Time & Craft campaign signals the beginning of a wider partnership with Todd Snyder, suggesting that future chapters may further explore the intersection of whisky and design. For now, the collaboration offers consumers a chance to wear their love of Lagavulin as well as taste it, reinforcing the brand’s premium identity in a competitive market.