Now I Know: How To Get Your Customers Drunk and Take Them for a Ride

I came across thie story via some clickbait-y story about great loopholes, and I had already written about all of the other loopholes listed! I guess I love a good loophole story. -- Dan
 

How To Get Your Customers Drunk and Take Them for a Ride

Gin is a distilled alcoholic drink typically made from barley and juniper berries. In the late 1600s, it was popular throughout much of Europe, but not uniquely so; brandy and other types of booze were also very common. But before the century was out, gin became the drink of choice in England and, in particular, London. A confluence of events caused this. First, in 1688, France and England found themselves on opposite sides of the Nine Years' War, and in an effort to decrease French influence in England, the English government restricted the import of French brandy. Two years later, the English government broke up the monopoly of gin distillers in London.

Combined, the demand for locally-distilled booze spiked, as did the number of people who could make it. The first half of the 18th century in England is known as the "Gin Craze," and not in a good way; crime spiked and authorities blamed the booze. Parliament passed five major laws in hopes of stemming the production and consumption of the liquor, each time ratcheting up the requirements to produce and sell gin. Ultimately, under the Gin Act 1751, Parliament made it illegal for most people to sell gin. Small distillers and retailers were run out of business and effectively banned, as under the Act, merchants needed a license to do sell gin, and those licenses were expensive and hard to come by. 

Despite the regulations, gin has been a popular drink in England ever since, and even though the Gin Act 1751 itself was effectively repealed in the 1960s, subsequent regulations have kept alive the licensing scheme. In order to sell gin in England, you'll need to apply for a license from the relevant authorities. You'll likely get that license, but it may take some time. And in December 2018, that created for a problem for a small upstart distillery in the dales of North Yorkshire.

Earlier that year, a Yorkshire Dales hotelier named Chris Taplin had the idea to create a local line of gins, with ingredients sourced from his own region of the country. Taplin had run gin tastings at his hotel for his visitors and guests, partnering with a young distiller named Barry Mageean. The two of them got to talking and believed there was an opportunity to create high-quality gins featuring locally-sourced ingredients, and together, Taplin formed the Taplin & Mageean Spirit Company. And then they started making gin.

The company was ready to launch in December of 2018 with a gin tasting masterclass; customers were invited to come to the distillery to sample some of the very first bottles of Taplin & Mageean gins. The tickets were sold, the guests were on their way, and the gin was ready -- but the license to sell and serve the gin hadn't arrived yet. Taplin panicked -- but saw something in the regulations that gave him a solution, seen below.

That's a picture of the Tornado, a steam engine train that operates on something called a "heritage line" in Yorkshire. The Tornado doesn't run regularly and isn't a commuter rail; it's a train that would normally no longer be in use, but in an effort to preserve railway history, is available for scenic trips through the countryside for tourists and the like. And that gave Taplin the solution he needed. As he told the Gin Guide, "we spotted a loophole in the licensing laws which permitted gin to be served without a license on a moving train or an airplane." And as luck would have it, the distillery was located right next to a railway station -- one that was only used in winters for heritage line trips on the Tornado.

So, Taplin & Mageean booked the Tornado for their gin masterclass. On December 7th, the founders, their employees, and their guests took a two-and-a-half-hour train tour over the historic railway, with their guests sampling gins the entire time.

The license arrived less than a week later. And while the original train ride was a stunt necessary to not disappoint the upstart's first customers, it proved to be not just creative, but also popular. Taplin & Mageean has their license now and doesn't need to serve you their gin on a moving train, but they continue to do so. On occasion, they continue to offer distillery tours with a heritage line ride as part of the experience.


Now I Know is supported by readers like you. Please consider becoming a patron by supporting the project on Patreon. 

Click here to pledge your support. (If you do, in gratitude, you'll have an ad-free Now I Know experience going forward.)

Bonus fact: Gin plays a silent role in a notable family movie. In 1992, Disney released "The Mighty Ducks," in which the lead character, an attorney, "is arrested for drunk driving and sentenced to community service by coaching the local 'District 5' Pee-Wee hockey team," as summarized by Wikipedia. That character, played by Emilio Estevez, has a drinking problem that starts with his name. He's "Gordon Bombay" -- both his first name and last name are a reference to well-known brands of gin.

From the Archives: Gin and Malaria: How gin was used to help fight off the disease.
Like today's Now I Know? Share it with a friend -- just forward this email along.
And if someone forwarded this to you, consider signing up! Just click here.
Share Share
Tweet Tweet
Forward Forward
Archives · Privacy Policy

Copyright © 2022 Now I Know LLC, All rights reserved.
You opted in, at http://NowIKnow.com via a contest, giveaway, or the like -- or you wouldn't get this email.

Now I Know is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.com. Some images above via Wikipedia.

Now I Know's mailing address is:
Now I Know LLC
P.O. Box 536
Mt. Kisco, NY 10549-9998

Add us to your address book


Want to change how you receive these emails?
You can update your email address or unsubscribe from this list

Email Marketing Powered by Mailchimp

Older messages

Now I Know: The Musician Whose Big Break Was a Broken Instrument

Tuesday, August 9, 2022

Caution: Song will get stuck in your head View this email in your browser · Missed one? Visit the Archives Caution: the song in this story is stuck in my head. It may get stuck in yours, too!. -- Dan

Now I Know: Why "1984" Debuted in 1983

Monday, August 8, 2022

It's all about the bling View this email in your browser · Missed one? Visit the Archives Despite the lead-in for today's story, it isn't one about football. So if you're not a football

Now I Know: The Weird Editing Trick That Messed Me Up on Tuesday

Friday, August 5, 2022

It's the Now I Know Weekender! View this email in your browser · Missed an issue? Click here! If you're new to Now I Know, you'll notice that today's format is different than the rest

Now I Know: The Danger of Posting Selfies

Thursday, August 4, 2022

The eyes have it. View this email in your browser · Missed one? Visit the Archives Thanks to reader Keisha J. for sharing this one! If you have a suggestion for a future Now I Know, you can let me know

Now I Know: When the Day After Friday is Friday

Wednesday, August 3, 2022

Here comes the weekend! Oh, maybe not. View this email in your browser · Missed one? Visit the Archives Happy Wednesday! Here's a story from about five year ago, which I'm sharing today for no

Now I Know: The Other Projects On My Mind

Friday, October 7, 2022

It's the Now I Know Weekender! View this email in your browser · Missed an issue? Click here! If you're new to Now I Know, you'll notice that today's format is different than the rest

Influence Weekly #253 - How Shiseido unlocked new influencer marketing success

Friday, October 7, 2022

Jack in the Box seeks full-time Twitch streamer Influence Weekly #253 October 7th, 2022 Executive Summary How Shiseido unlocked new influencer marketing success Triller battles gauntlet of lawsuits as

🎤 S.W.I.P.E.S. Email (Friday October 7th, 2022)

Friday, October 7, 2022

The SWIPES Email Swipe📁 • Wisdom🧠 • Interesting🧐 • Picture🖼 • Essay📄 • Sketch✎ ​A fun email for Friday. I hope you enjoy! Edition: Friday, October 7th, 2022​ ​ 🎤 Listen to this email here: ​ ​ Swipe: I

Time Suckers

Friday, October 7, 2022

Freedom is the biggest motivation for content entrepreneurs, but that doesn't mean you can do whatever you want, whenever you want. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

🧙‍♂️ Stop asking your creator friends how much they charge

Friday, October 7, 2022

do THIS instead ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Daily Boost: October 7, 2022

Friday, October 7, 2022

​ ​ ​ Something to ponder: The good thing about success is that you can define it on your own terms. Not every website has to be a million-dollar asset. Set a monthly traffic or income goal that will

Abracadabra

Friday, October 7, 2022

What pulls us to magic? Is it something deep and inexplicable, or can we understand it as wonder? Snipette Snipette Abracadabra By Chelsea Iversen – 07 Oct 2022 – View online → What pulls us to magic?

❓ You were supposed to read this…

Thursday, October 6, 2022

​view in browser​ You were supposed to read this… It's not getting easier out there, especially in the world of business. How will you react? ​ We know how the members of our Cashflow community

Progress Report 12: Workshops

Thursday, October 6, 2022

A bit of a rant about online educational events ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Simple mindset shifts, aligning thoughts and actions, and being contrarian

Thursday, October 6, 2022

3 ideas, 2 quotes, and 1 question to consider this week. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌