Diageo's Lagavulin Single Malt Scotch Whisky is expanding its brand footprint beyond the spirits aisle with the launch of Time & Craft, a limited-edition menswear and lifestyle capsule developed in partnership with New York-based designer Todd Snyder. The collection, available now at toddsnyder.com/lagavulin and across Todd Snyder's 23 U.S. retail locations, marks the first chapter of a formal brand partnership and represents Lagavulin's latest move to deepen consumer affinity in premium lifestyle channels.
The release coincides with Todd Snyder New York's 15th anniversary and leans directly on Lagavulin 16-Year-Old — the brand's core marque and best-known expression — as creative scaffolding. The 16-Year-Old, produced through a slow distillation process at the Islay distillery and aged a minimum of 16 years in oak barrels, earned Gold at the 2025 San Francisco Wine & Spirits Competition, alongside the newly launched Lagavulin 11-Year-Old Sweet Peat.
The Product Mix
The seven-SKU capsule ranges from a $2,498 Italian calf suede Stable Jacket — lined in the Lagavulin Islay Tartan woven at Scotland's Lovat Mill — down to a $128 superfine merino Fair Isle Beanie. The Chore Coat, priced at $568, uses a 500-gram Lovat wool tweed that pulls the tartan's peat browns, deep greens, and copper tones into a more accessible price point. Accessory SKUs include a lambswool blanket with Portuguese suede carrier ($498), a wool tie ($198), and a wool scarf ($148). The Lagavulin Islay Tartan pattern itself was introduced in 2025 and is officially registered with the Scottish Register of Tartans, giving the co-brand asset a degree of provenance that extends beyond the collaboration.
Consumers of legal drinking age can purchase Lagavulin 16-Year-Old directly through ReserveBar, providing an e-commerce DTC path that bypasses traditional on-premise and off-premise channels for this campaign.
Brand Equity Play
For Diageo, the partnership is a brand-building vehicle rather than a volume driver in the conventional shipments-and-depletions sense. Premium single malt Scotch has faced headwinds in the broader spirits category as consumers trade across categories, and tying Lagavulin's identity to a respected menswear label with 23 physical retail doors creates experiential marketing touchpoints well outside the standard wholesaler and distributor network. Jamie Young, VP Scotch at Diageo, framed it as an extension of the distillery's core principles: "Todd was eager to interpret our principles of tradition and craftsmanship through his own point of view and design process, resulting in a lineup of quality, weatherable pieces that perfectly complement the Scotch that inspired them."
The campaign — photographed by Boo George on location at the Lagavulin Distillery on Islay — features distillery veterans including former Warehouse Manager Iain "Pinky" McArthur, whose more than 50 years in Scotch production underscore the heritage narrative Diageo is deploying for the brand. That kind of origin-story content is increasingly central to how major suppliers differentiate premium Scotch in a crowded spirits landscape, where provenance and craft positioning carry weight with both on-premise buyers and DTC consumers.
The partnership is explicitly described as an ongoing platform, with in-store experiences and additional storytelling from Islay planned beyond the initial launch. For trade buyers tracking how major suppliers are investing in brand equity for aged Scotch expressions, the Todd Snyder collaboration signals that lifestyle co-branding is becoming a more deliberate tool in the premium single malt playbook — one that complements, rather than replaces, conventional distributor-led market activation.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
