From the Friends of Laphroaig Facebook page:
In response to many complaints about the extremely smokey taste of Laphroaig, we will be introducing a new expression this month.
Laphroaig Doused is a smoke-free whisky. All peaty flavour has been removed, leaving the taste similar to many blended scotch whiskies. We hope this extremely accessible scotch will allow Laphroaig to be enjoyed by more casual whisky drinkers.