Lagavulin is a tribal experience. For those who do not know, this is a "orange iodine" malt with a strong and distinctive flavor. In fact it has been chosen to participate in the "Islay Single Malt" as the traditional Scottish malt.

I say it is tribal because it looks, at first sight, a traditional product ... However, those who enjoy the experience are people with behaviors associated with postmodernism. It's the Silicon Valley drink!

It is a drink of Afterhour, "the lions time" and other typical moments that are associated with sports such as rugby, ski or pole.

What's interesting is the "emotional co-branding" produces by the Lagavulin experience... Other brands join and enrich this experience and... eventually define a tribe that, still unknown, shared values and behaviors that could allow them to become good friends ... And after several glasses, this would be even easier ...

It is the tribe:

• Malta: Lagavulin
• Beer: Guinness (in U.S.: Sam Adams, in Spain: Voll Damm)
• Dining: Blue Cheese
• Cigars: Cuaba Solomon
• Shoes: Martegani
• Sports Footwear: Mephisto
• Clothing: John Varvatos
• Car: Land Rover (and not the coolest UK brand Aston Martin... Interesting too!)
• Places: Megeve, Silicon Valley, Scotland
• Sports: Ski, Polo, Rugby, trecking (in the Alps...)

All together, this brand blending is creating a time and space that are associated with:

• Hedonism
• Pleasure
• Relax
• Life inside
• Slow

Are you thinking of trying a new afterhour experience? Will it be the Lagavulin experience? Are you tempted? ... Will you be part of the tribe?