Tartan Day Parade 2026 with Laphroaig People who love Scotch will tell you the same thing: it’s never really about the whisky.- It’s about people. Heritage. A shared moment in time. And that spirit was captured so accurately in this year’s NYC Tartan Parade – the annual parade happening every April to honor Scottish heritage and its contribution to the US, that’s culminating a week long celebrations focusing around Scottish culture.
Music rolled through 6th Avenue. Bagpipes, drums, laughter.
Kilts. Dogs wrapped in tartan. A celebration that felt both simple and deeply layered – like tartan itself, this year’s annual NYC Tartan Parade marked the 27th NYC day parade. The parade has been celebrated annually in early April and signifies the contribution the Scottish tradition has given the American tradition: the music, the whisky, the Tartan, the Gaelic language’s contribution to English. It is the peak of activities celebrated around and across New York throughout the week, from Scottish ceilidh dances to Tartan Day cocktails and Gaelic lessons, it’s meant to bring in full force the spirit of Scotland. Tartan Day itself, celebrated annually on April 6th, was officially declared by the US Senate in 1998 to honour the contributions that American Scots have made to the US.
The first parade was in 1999, it was then a modest representation of two bands only. Since then, the tradition has massively developed into a festival of joy and togetherness that highlights the Scottish spirit of celebrating life, the life that we share together. The parade is always on 6th avenue, starting on 45th street and goes all the way up to 55th street, marching up the glorious 6th avenue. The parade is an assembly of Scottish clubs, groups, societies and each year is led by an honorary Grand Marshal, usually a famous Scottish personality. Previous years saw Alan Cumming, Gail porter, Sir Sean Connery, Brian Cox, Sir Billy Connelly, and more. This year the parade was led by Outlander star Sam Heughan, who has been an advocate of the Scottish tradition in general and a big fan of Laphroaig specifically. Heughan, who was awarded the Keeper of the Quaich in 2023 as recognition for his contribution to promoting whisky and Scottish culture, led the parade in 2016 as well. The only difference then was that it was pouring rain 10 years ago and this weekend was phenomenal with perfect weather by invitation: 70 degrees with beautiful blue skies.
I was fortunate to join team Laphroaig led by the mythological Global Brand Ambassador from Beam Suntory – Mr. Simon Brooking. Simon has been an inspiration inside the industry and outside, and he’s a true ambassador, not only of a fantastic one of a kind scotch, but also of the values, the culture, the tradition, the heritage that whisky brings with it. Simon is world renowned for his toasting that he does before every single tasting he does such as ”may there be no hell, but if there is – I’ll see you at the bar” or “love makes the world go round, but whisky makes it spin twice as fast”. Those moments that Simon takes and his guided tastings and his teaching of whisky allow us to hold on for a second breath. Look at each other, appreciate each other, appreciate the drink in front of us, appreciate that one moment that we get to enjoy. Life. flavor. Every single person in the Scottish society and clubs, appreciates him, knows him, respects him and his contribution to the Scottish tradition in the US and he was heralded and honored during the parade itself by the Parade organizers as well as attendees and guests as well.
Before the parade, Team Laphroaig and its honored fans and guests gathered in Bryant Park Grill to raise a toast before the parade, wear our kilts and unite as a team before marching the parade.
It was truly a special day and the spirit of togetherness was felt throughout.
