3 Things We Learned From Diageo’s Strategy to Modernize Lagavulin

Key Takeaways

• Diageo is leaning into emotional and relevant storytelling to modernize its spirits portfolio.
• Lagavulin’s “Beyond the Smoke” campaign highlights emotional depth and versatility while keeping its heritage intact.
• The brand’s repositioning expands drinking occasions and audience appeal without alienating traditional loyalists.

Single malt Scotch doesn’t change often (and many would argue it doesn't need to), but when it does, there’s usually a good reason for it.

Modern whisky enthusiasts are looking for more versatility and cultural relevance from their favorite spirits, so brands need to keep up and evolve, including brands like Lagavulin.

We spoke with Jesse Damashek, SVP of the Whiskey Portfolio at Diageo North America, about Lagavulin’s “Beyond the Smoke” campaign, an effort to expand the brand’s role in modern drinking culture without losing what makes it iconic.

In our interview we unpack how Diageo is managing that shift, and what other brand leaders can learn from the strategy behind it.

Who Is Jesse Damashek?

Jesse Damashek is Senior Vice President of the Whiskey Portfolio at Diageo North America, where he oversees brands including Johnnie Walker, Crown Royal, Bulleit, and Buchanan’s. With over 20 years in global advertising and spirits marketing, he leads brand and innovation strategies that drive growth, cultural relevance, and long-term business value.

Reframing a Brand Icon

Lagavulin has always been synonymous with peat smoke, a signature that defined both its taste and identity.

According to Jesse, however, that is not enough to meet modern consumer expectations.

“Today’s whisky drinkers, both new and seasoned, are more curious and experimental.

They’re exploring single malts in fresh contexts, from elevated cocktails to food pairings and casual social occasions,” he explains.

Recognizing this shift, Diageo saw an opportunity to evolve Lagavulin’s story.

“There’s incredible depth, nuance, and feeling behind every pour.

We wanted to bring that story to life in a way that felt immersive and emotionally resonant,” says Jesse.

1. Storytelling With Emotional Range

The campaign's creative direction uses poetic narration, visual immersion, and a contemporary setting to reflect the modern whisky experience.

From city bars to home dinners and windswept Scottish coasts, each moment invites discovery while grounding the brand in its heritage.

The voice of longtime brand collaborator Nick Offerman (you may know him from shows like The Last of Us or Parks and Recreation) adds continuity to the shift.

"Lagavulin is more than just a smoky whisky; it evolves with every sip," Offerman says in the campaign launch.

“It’s less about redefining Lagavulin and more about revealing its many layers.

We’re showing people what lies beyond what they think they know,” Jesse notes.

 

 

 

 

 

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A post shared by Lagavulin (@lagavulinwhisky)

This reflects a growing trend in how spirits brands engage their audience

It’s not so much about the product anymore, but about the experience and a narrative.

For Lagavulin, this means spotlighting moments of emotional resonance, cultural relevance, and personal connection.

2. In with the New, Not Quite Out with the Old

For a brand with a loyal base, change always carries risk.

According to Jesse, the main hurdle was honoring the past without getting stuck in it.

“The biggest challenge was striking the balance between reverence and reinvention.

For our loyal fans, 'Beyond the Smoke' is about offering more options, not replacing what they already love”, he says.

The traditional neat pour remains central, but the brand is now also positioned for modern cocktails and more varied social settings.

The effort aligns with Diageo’s broader strategy for brands, which focuses on giving each one a distinct and culturally relevant voice.

"This campaign is a manifestation of that strategy: reimagining relevance through storytelling that’s bolder, more emotional, and more expansive,” Jesse explains.

3. How to Track Your Campaign

While specific campaign performance data wasn’t disclosed, Jesse outlined the metrics Lagavulin is using to evaluate success.

These include:

• Brand perception shifts. The team is tracking how consumers associate Lagavulin with quality, flavor complexity, and broader drinking relevance.
• Consideration uplift. A key indicator is whether new audiences are more likely to choose Lagavulin when exploring premium whisky options.
• Digital engagement and sentiment. Performance across social and creator channels is being monitored to gauge cultural resonance and emotional connection.
• Share of voice in culture. The brand is measuring how often and meaningfully it appears in conversations beyond the core whisky category.
• Trade and partner feedback. Input from key accounts and advocates helps validate how the repositioning is being received on the ground.

Rather than focusing on traditional volume metrics alone, the brand is prioritizing signals of relevance and cultural traction.

“We’re looking at how the brand shows up in modern contexts. It’s about driving both emotional connection and commercial impact.

We are making sure people see Lagavulin not just as a legacy Scotch, but as something that speaks to who they are and how they live,” he explains.

Looking Ahead

As the spirits category evolves, Diageo will continue to focus on storytelling that reflects their values and experiences, not just their products by themselves.

“Start with truth, not trend, and understand what your brand stands for at its core.

Discover what people truly connect to, and build from there,” advises Jesse.

Ultimately, the Lagavulin repositioning is a case study in controlled brand evolution.

The message is loud and clear: relevance doesn't require total reinvention.

It requires clarity, intention, and the discipline to tell a story that resonates with both history and the future.

“Modernization doesn’t mean abandoning your roots.

It means expressing them in a way that feels urgent, relevant, and resonant to today’s audience,” Jesse concludes.