SUNTORY GLOBAL SPIRITS UNVEILS ‘WILLEM BY WILLEM’ IN INDIA DUTY FREE

Suntory Global Spirits has launched its limited-edition single malt whisky ‘Willem by Willem’ in India’s duty-free market, partnering with Ospree Duty Free and Delhi Duty Free. The release continues Laphroaig’s collaboration with actor Willem Dafoe, who worked with Senior Whisky Maker Sarah Dowling to select the expression based on tasting experience.

Suntory Global Spirits has introduced its latest limited-edition single malt whisky, ‘Willem by Willem’, to India’s duty-free shelves, marking a significant addition to the country’s premium travel retail portfolio. The launch, facilitated through partnerships with Ospree Duty Free and Delhi Duty Free, underscores the brand’s commitment to offering distinctive expressions to discerning travellers.  

The whisky is the newest chapter in Laphroaig’s creative collaboration with Willem Dafoe, one of cinema’s most distinctive actors, who formally became a Friend of Laphroaig in September 2025. Known for his unconventional artistry and uncompromising approach to craft, Dafoe’s involvement lends a cultural resonance to the release, bridging the worlds of film and fine whisky.  

Unlike traditional selections that emphasise production techniques or flavour notes, ‘Willem by Willem’ was chosen through a more instinctive process. Dafoe worked closely with Laphroaig’s Senior Whisky Maker, Sarah Dowling, to identify the expression that resonated most profoundly during tasting. This approach highlights the sensory journey of whisky appreciation, privileging the emotional and experiential qualities of the dram over technical descriptors.  

The launch in India’s duty-free market is strategically significant. With international travel steadily rising, premium spirits in duty-free outlets have become a touchstone for brand visibility and consumer engagement. By positioning ‘Willem by Willem’ in Delhi and Ospree Duty Free, Suntory Global Spirits taps into a growing audience of travellers seeking exclusivity and narrative-rich products.  

For Laphroaig, the collaboration with Dafoe reflects a broader ambition to align its heritage with contemporary cultural figures who embody individuality and authenticity. Dafoe’s reputation for inhabiting complex roles mirrors Laphroaig’s own tradition of producing whiskies with bold, uncompromising character. The partnership thus becomes more than a marketing exercise; it is a statement about artistry, taste, and the shared pursuit of originality.  

‘Willem by Willem’ is expected to attract collectors and enthusiasts alike, not only for its limited-edition status but also for the story it carries. In an industry where provenance and narrative increasingly shape consumer choices, the whisky’s association with Dafoe adds a layer of intrigue and desirability.  

As India’s duty-free market continues to evolve, the arrival of ‘Willem by Willem’ signals a growing appetite for premium, story-driven spirits. For Suntory Global Spirits, it represents both a commercial opportunity and a cultural milestone, reinforcing its position as a curator of experiences that transcend the glass.