A closer look
When international regulators realized airlines were bribing passengers with lavish gifts to win loyalty, they strictly capped the monetary value of freebies to prevent price wars. The Dutch response was wonderfully petty. KLM circumvented the rules by commissioning beautiful Delft Blue miniature houses filled with Bols Genever gin. When regulators inevitably complained, KLM smugly argued, 'Is there a law against serving drinks in a house-shaped bottle?' The loophole birthed a rabid collectible route culture that still thrives today.
