I’m a FoL, aka a Friend of Laphroaig. Each bottle of Laphroaig includes a code that entitles the holder to a small 1 square foot plot of land in and around the distillery. I think I have 3 or 4 plots in my account. Anyway, Laphroaig is definitely a unique, acquired taste and I love it especially since I had a great time when I visited the distillery.
I’m still working through my bottle of PX cask, and now they have a few new releases. The Select is a NAS aged in a combination of Oloroso sherry butts, American white oak, hogsheads seasoned with Pedro Ximenez, quarter casks and first fill bourbon casks. Very reasonable at £35. Then there is the 2014 cask strength, batch 006 coming in at 58% and the 2014 Cairdeas currently available exclusively to FoL.
They also embarked on a global marketing campaign, asking the question:
how would you describe Laphroaig to someone who hasn’t tried it before?
They filmed people (actors? real people, I’m skeptical) tasting a brown liquid poured from an unlabelled green bottle. Comments like spicy, fishy, seagull’s armpits and “I think they smoked it too long” actually describe Laphroaig pretty accurately. The fun part is to see people trying to pronounce Laphroaig, snerk.