The concept is simple, says Hains & Co owner Marcus Motteram: “Sell rare, beautiful and hugely expensive bottles of spirits by the shot – at cost.”
The idea for “Break Even Bottle” came out of Anvil Bar & Refuge in Houston, Texas, which embarked on an experiment that involved selling 40-year-old Highland Park Single Malt Scotch Whisky finished in sherry casks at $88.67 per ounce.
On Twitter, the Texan bar labelled the concept #DrunkenSocialism.
Selling at cost price may sound like a gimmick, but Motteram says his motive is “the pure joy of watching you succumb to the wonders of bespoke products usually only within the domain of the wealthy. Pure and simple.”
“We love what we do, and want you to love it, too.”
He believes good booze shouldn’t be reserved for the cashed-up.
“Most of us don’t have treasure chests buried in our back gardens, but boy, everyone deserves to sample it,” he says.
“Strictly one serve per person. We are believers in drink socialism.”
Motteram launched Break Even Bottle at Hains & Co last weekend with a 700ml bottle of 32-year-old Laphroaig Scotch Whisky aged in sherry casks and priced at $1197. One 30ml shot costs $52. With only 23 serves in the bottle, the last 10ml is left for Motteram to enjoy.
“There are a plethora of fine spirits available at reasonable costs, but something like a Laphroaig 32-year-old is an absolute experience,” he says.
“This particular whisky is rich, chewy and spicy; the smoke that Laphroaig is so well known for takes a back seat. It’s an unforgettable experience.”
Break Even Bottle has so far been well received.
“We had one gentlemen on our doorstep at 4pm when we opened.”
Motteram plans to continue Break Even Bottle with different spirits.
“I have the second and third bottles already. What they are is under wraps – you’ll need to keep up with our social media to see when we open them.”
Hains & Co is open from 4pm till late from Tuesday to Sunday at 23 Gilbert Place, Adelaide.
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