Allied Domecq has launched a UK consumer campaign for Laphroaig its single malt Scotch based around a series of public debates 'hosted' by The Spectator magazine.

Called 'Laphroaig Creates Debate', the events are chaired by Boris Johnson, editor of The Spectator, each event will feature prominent and provocative speakers debating a range of topical issues such as 'Who runs the country - the press or the politicians?'. Tickets, which include a welcome drink of Laphroaig and dinner after the debate, are available through The Spectator and the results of each debate will be highlighted in subsequent issues of the magazine.

Allied hope the campaign will highlighting its 'opinionated' positioning for the brand.

Paul Woodward, brand director for Laphroaig at ADUK, said: "Our own research indicates that Laphroaig consumers tend to be strong and opinionated individuals who enjoy 'letting off steam'. The 'Laphroaig® Creates Debate' campaign enables us to bring the personality of the brand to life in a uniquely interactive way and engage with over 60,000 core target consumers through our first ever media partnership with The Spectator magazine."

The first event of the series took place at Simpsons-in-the-Strand, London, on Thursday 24th October. Over 150 Spectator readers heard Lord Hannay, Will Hutton, The Rt Honourable David Trimble MP and James Rubin debating the motion, "Do Britain's interests lie more with Europe or America".