Community is one of the most powerful tools at any brand’s disposal, and Laphroaig Whisky has mastered the art like no other.
With respect to whisky, few communities are as large and as loyal as Laphroaig’s Friends of Laphroaig program. With 620,000 dram lovers and counting, rumours on the bottling line suggest it’s the biggest whisky family on the planet.
The program is perhaps the most compelling community in the entire weird and wonderful world of whisky; least of all because Laphroaig’s distinctive and uncompromising character attracts such a passionate and like-minded flock of disciples.
Friends of Laphroaig goes well beyond the mildly enticing perks touted by its competitors and sucks even modest whisky fans into the fold with a little extra magic.
I myself was spellbound by the legend of Laphroaig during a recent jaunt to Islay. Brimming with a desire to learn more, specifically of Islay’s peated fame, and with a generous invitation from Laphroaig to join, I too became a friend.
Regardless of whether you plan to walk on the land of peated dreams one day or not, trust us, Friends of Laphroaig is worth signing up for anyway. Better yet – it’s free. And you should do that now before reading on.
What exactly is ‘Friends of Laphroaig’?
Friends of Laphroaig was affectionately coined back in 1994 by then distillery manager Iain Henderson. In the three decades since its inception (2024 marks the program’s 30th anniversary), it’s still the most respected marketing database in the dark spirits game, and for good reason.
For one, it’s your ticket to some of Islay’s most exclusive whiskies. The free subscription doesn’t just unlock a special chance to snap them up, but it also brings the Laphroaig legend to life whenever you want to make the pilgrimage to Islay for yourself.
Famously, the program’s most impressive perk is the individual leasing of one square foot of land on the distillery’s property to every Friend of Laphroaig.
What does being a ‘Friend’ mean for your distillery visit?
There’s no denying that Islay itself can be a mission to get to. So, when you do finally arrive on Laphroaig’s sacred ground, the distillery team make sure it’s worth the time for Friends of Laphroaig.
The aforementioned one square foot of land ‘leased’ to each Friend is by far the distillery’s most talkable party trick. Upon sign-up, each Friend receives a certificate of lease detailing the exact coordinates of their plot and what they’re entitled to in return.
The rent? A scrummy dram of Laphroaig whisky, which can be collected every time you visit.
Putting on a smile through the sideways rain and a pair of sturdy wellies, I dropped the GPS coordinates directly from my certificate into Google Maps and went on the hunt. Once found, I planted my Friends of Laphroaig flag – signed and bearing my unique plot number – into the moorland near the water source of Laphroaig, the Kilbride stream.
This is part of an exclusive distillery tour just for Laphroaig’s Friends. Other highlights include trying your hand at raking the malt barley floor, as they did a hundred years ago, and observing the welcoming distillery staff as a fly on the wall during the storied whisky-making process.
But of course, there’s nothing better than the sharp and familiar bite of Laphroaig’s iconic 10-Year-Old hitting your lips at the brand’s home. Enjoy a tasting at the bar, or if visiting in summer, outside on the distillery’s shoreline under the late summer sun.
What does being a ‘Friend’ unlock over a lifetime?
Friends of Laphroaig makes an occasion of your time on the ground at the home of Laphroaig, but it’s the rolling rewards, benefits, and virtual masterclasses that make the program a recurring pleasure to be a part of.
Early access has to be the big one. Drams such as the annual Cà irdeas bottling (meaning ‘Friend’ in Scottish Gaelic) are teased to, released for, and can only be purchased by Friends of Laphroaig.Â
This year’s Cà irdeas release, despite its punchy ABV, is a civilised and deeply moreish dram that, a first for Cà irdeas, brandishes an age statement of 10 years. This limited edition release combines the best of two worlds with a blend of Triple Wood and Pedro Ximenez-aged whiskies. You can’t find this bottle on any shelves in Australia – it can only be accessed via the program.
Wouldn’t you hate to miss out on a devilishly delicious drop like this one just because you weren’t a Friend?
How to access ‘Friends of Laphroaig’ and collect points
We’ve said it before and we’ll say it again – not only is this the most exciting whisky community in the world, Friends of Laphroaig is free to be a part of.
As you drink more Laphroaig over time, you’ll collect more points and progress through the membership tiers. Just scan your bottle’s unique code on the back label, upload a photo of your receipt in the member’s section of the site, or purchase your bottle of Laphroaig from the online shop for your purchases to qualify.
If you’re quick, and register for Friends of Laphroaig today, you might be lucky enough to nab one of the final bottles of the 2024 CÃ irdeas release before it sells out.
This article is presented in partnership with Laphroaig Whisky. Thank you for supporting the brands that support Boss Hunting.
