Mar 31, 2025 People
Laphroaig, the iconic Islay single malt whisky, is renowned for its bold, smoky, and complex flavour profile. As the Global Brand Ambassador for Laphroaig, Teddy Joseph, explains, this whisky is not just a drink — it’s an experience. With its rich intensity and unmistakable character, Laphroaig has become synonymous with the rugged, elemental spirit of Islay. Its flavour is a blend of salt, smoke, and a surprising touch of sweetness, which is particularly well-suited to be paired with food. “Our bold character means you can push the boundaries just a little bit further,” he says. This philosophy is shared by Laphroaig’s local culinary partner, Hāngi Master Rewi Spraggon, whose innovative approach to traditional Māori cooking has made him the perfect collaborator for the brand. Together, they explore how Laphroaig’s smoky, peaty notes can enhance and be enhanced by the rich, earthy flavours of indigenous cuisine.
The distillery’s commitment to tradition and innovation is evident in every step of production. Two key aspects define Laphroaig’s unique flavour: its richly flavoured peat and its cold-smoking process. The peat used in Laphroaig’s production is cut in a way that retains its moisture and natural oils, preserving the phenolic compounds from heather, lichen, seaweed, and moss. This peat is then burned in ancient kilns at an unusually low temperature, a process known as cold smoking. Unlike other distilleries that peat and dry their barley simultaneously, Laphroaig’s two-step process allows for deeper flavour absorption, resulting in the tarry, smoky notes that are the whisky’s signature. “Our process is what stands us apart and makes us unique,” Joseph explains. This dedication to craftsmanship ensures that every sip of Laphroaig is a testament to its heritage and the elemental forces of Islay.
Rewi Spraggon is a celebrated chef who specialises in the contemporary explorations of the traditional hāngi method of cooking, mirroring Laphroaig’s own reliance on natural elements like peat and fire. According to Joseph, this shared connection to tradition and innovation makes Rewi the ideal partner for Laphroaig in New Zealand. “Rewi’s deep appreciation for tradition and his innovative approach to culinary arts embody the ‘Character Without Compromise’ philosophy that defines our brand,” says Joseph. Together, they have created a collaboration that highlights the rich, smoky flavours of Laphroaig while elevating traditional Māori cooking for future generations.
The partnership between Laphroaig and Spraggon goes beyond mere flavour pairing — it’s a celebration of shared traditions and elemental processes. Both Laphroaig and hāngi draw their distinctive character from the earth, salt, and fire. Just as Laphroaig’s whisky is shaped by the peat and maritime environment of Islay, Rewi’s hāngi dishes are infused with the natural resources of Aotearoa. Rewi, a longtime fan of Laphroaig as his “go-to whisky” for over 20 years, notes how the whisky’s peatiness and smokiness naturally complement the deep, earthy flavours of hāngi. In his paired dinners, Rewi incorporates Laphroaig in inventive ways, such as adding it to a burnt sugar steamed pudding or using it to enhance the flavour of oysters served with kawakawa sorbet. He even crafts a Laphroaig-infused barbecue sauce for buffalo wings cooked in the hāngi pits. “The main thing is the peatiness and the smokiness and how that goes so well with cooking with fire,” Rewi explains.
The collaboration between Laphroaig and Rewi Spraggon is a testament to the power of tradition and the endless possibilities of innovation. By pairing the bold, smoky flavours of Laphroaig with the rich, earthy tones of hāngi, they have created a culinary experience that honours the past while looking to the future.
