Tuesday, May 15, 2012
If you love Scotch and love property, then I'm about to make your day. Laphroiag is offering the most brilliant (or at least the most property-centric) alcohol marketing program ever imagined. Every member of the Friends of Laphroiag" program is given a lifetime lease on a one-foot square plot on the island where the Scotch is distilled. According to the "contract," the distillery "pays you rent" in the form of a glass of Scotch if you visit the distillery. Moreover, if you make it to Scotland, they actually give you a map so that you can visit your plot and they lend you protective gear to make sure you survive the schlep through the bog.
The lease reads in pertinent part:
This is the certify that XXXX is a Friend of LAPHROAIG and, accordingly, has become the lifetime leaseholder of an unregistered plot recorded at LAPHROAIG DISTILLER.
As condition of this award, we agree to pay a yearly ground rent in the sum of one dram of Laphroaig, to be claimed in person at the distiller. You understand we’re not offering heritable ownership or any right to cut peat, farm sheep or extract minerals from the plot – far better to take up your right to a warming measure of Laphroaig.
(HT: Thanks to my colleague, Richard Ausness for bringing this to my attention)