Hard to swallow: November 2005

Welsh expatriates missing the atmosphere of their homeland can now buy air bottled on the country's hills: Snowdonia and the Brecon Beacons. Available exclusively through walesinabottle.com, the air doesn't come cheap, priced at £24 per bottle. However, the cost can be explained, as it is not only a breath of home grown air that you're paying for: each bottle comes in 'a stylish presentation box' with 'personal certificate' guaranteeing its origin as the Welsh mountains. Now that's what I call value for money!

The business is the brainchild of John Gronow, who says of the venture: 'I am offering a genuine service for people who want something of Wales that reminds them of their childhood or their homeland. There are more Welsh exiles than there are people in Wales, all of whom long for something from the land of their fathers.'

But before you run away laughing, you should know that the company says it is not just a one trick pony: 'Everyone's memory of Wales may be different. Whatever your memory, if it fits in a bottle we'll send it to you,' says Gronow. 'Slate, stone, sand or water are just a few ideas which will remind you of your birthplace, school, farm or the place you were brought up. Whatever your request, from the ordinary to the bizarre, we will quote for your personalised product.'

Taking John's lead, I plan to begin selling London air to expats: it will come in a clear bottle so that the different textures of black, grey and mucky yellow can be truly appreciated, and will include a free face mask, as sported by the city's cyclists.