Listen to someone speak the Scottish dialect, and you'll quickly understand why poetry is part of that country's national heritage. In fact, every Jan. 25, Scotland celebrates Burns Night in honor of Romantic poet Robert Burns.
To mark the occasion this year, Laphroaig asked another Scottish poet—and poetry slam world champion—Elvis McGonagall to give his opinion on Laphroaig.
The "Opinions Welcome" campaign from agency White Label has been going on for three years now, encouraging people to express how they really think the distinctive whisky tastes (either good or bad). For his part, McGonagall certainly seems to like the liquid.
His "Ode to Laphroaig" pays homage to Burns' classic "Address to a Haggis," and it makes a great deal of sense to reference that particular poem: Both Haggis and Laphroaig are acquired tastes, alternately lauded and vilified.
"Some Sassenachs find fault" in the stone-lashed, sea spray and smoky salt taste of Laphroaig, McGonagall admits. But he compares it to "Isle rain on heather," and suggests you crack open a bottle—if you're not weak of heart or knee.
After the taunt, he waxes poetic, calling Laphroaig "the nectar that the angels choose, ambrosia, immortal muse" ... and, of course, "bottled poetry." All of it is said in the context of a roaring fire behind a classic bottle, and an amber-hued dram of the world's most divisive whisky.
It's probably the nicest thing anyone's ever said to a glass of Laphroaig. And it's certainly the most positive iteration of the "Opinions Welcome" campaign so far.
(Full disclosure: Laphroaig is my favorite whisky!)