Language is at the heart of the #OPINIONSWELCOME campaign. Often, the best opinions submitted by our Friends of Laphroaig have had a lyrical, poetic quality. Even the word ‘Laphroaig’ has a linguistic power and charm that inspires opinions. From the opinions submitted in the first year of #OPINIONSWELCOME, it was clear that some were so good, they could be considered poems.
We asked a range of poets, from romantics to rappers, to share their own opinions of Laphroaig. They turned their opinions into poems and we captured it all.
Among participating poets were Murray Lachlan Young and Elvis McGonagall. Murray was the first poet to be given a £1 million pound record deal and is now a regular poet on BBC Radio 4's Saturday Live as well as being the resident poet on BBC 6 Music; while Elvis is an award winning Scottish poet, a stand-up comedian, and former slam poetry champion.
Poets flew in from all over the world to participate in a blind tasting of Laphroaig. Presented with a 30 minute challenge, poets tasted the liquid, shared their creative process, and then performed their piece. This resulted in 6 compelling poems and a compilation of inspiring language and imagery on this polarising, unique liquid.
Capturing the process and poems of the artists and poets allowed us to create a compilation video and shorter edits used across social media and as video support and opinion inspiration at tasting events.
These videos sit on the Laphroaig #OPINIONSWELCOME microsite. In this section of the site you can choose to view, read, or listen to the poem — further enhancing the way we look at and think of Laphroaig. Have a look for yourself here: www.laphroaig.com