Single malt Scotch brand Laphroaig has named Argentine chef Francis Mallmann as its new global taste trailblazer.
The move is part of its Taste Trailblazers initiative, which celebrates culinary pioneers pushing the boundaries of flavour, who take their passion for taste into areas of salt, fire, and peat.
Known for his no-holds-barred Patagonian open-fire cooking, Mallmann’s love of smoke, and experimentation with different fire-cooking styles makes him the perfect fit for Laphroaig’s signature smoky character.
“His bold techniques and dedication to his craft make him the embodiment of the culinary personalities Laphroaig will celebrate through the Taste Trailblazers programme,” a spokesperson for Laphroaig said. Mallmann kicked off Laphroaig’s Taste Trailblazers event series in New York last month, and is due to hold further events with Laphroaig worldwide in 2023.
“For me, cooking is all about bringing people together for a memorable experience. There is something special about sharing a great meal with friends,” Mallman said. “Like Laphroaig, I find inspiration and passion by going beyond the status quo and finding ways to be inventive through my cooking techniques. I am delighted to partner with Laphroaig, and am looking forward to taking people on an adventure of flavour through our collaboration.”
Mallmann’s unique culinary style has come to life in a documentary that captures his journey to the distillery’s home on Islay. The documentary features the chef being shown the ropes by distillery manager Barry MacAffer, highlighting their shared mastery of smoke alongside stories of peat, salt and fire.
“For more than 200 years, Laphroaig has been handcrafted on Islay to have a distinct taste and story in every bottle,” MacAffer said.
“We are thrilled to work with chef Francis Mallmann, who is as dedicated to taste exploration as we are.”
“We can’t wait to bring our friends and fans together for unforgettable food and whisky through our Taste Trailblazers experiences.”
This article was originally published in the drinks business magazine and has been shared with permission.