9 May 24

What does the price of a bottle tell you?  You’d think it should give you some idea of its quality.  Right?  The whiskey landscape has become a treacherous terrain of smoke and mirrors, where even the most seasoned sipper can be led astray by the allure of a hefty price tag and attractive bottle.  Some bottles boast more bling than a Hollywood star.  Some distilleries add an attractive bag or even a wood box to show off the ‘rare find’.  It’ll look great on your bar.  All your friends will be jealous.

Price and quality don’t always go hand-in-hand.  As the popularity of whiskey skyrocketed, so did the number of impostors, masquerading as top-shelf royalty.  There have been studies about whiskey’s perceived quality of fancy bottles versus plain bottles.  Turns out, a fancy bottle might just be a sheep in wolf’s clothing.  Many people are fooled.  When I host a whiskey tasting, I prefer to conduct a blind tasting for just that reason.  Many guests, with their taste buds unburdened by preconceived notions, have rated the more expensive whiskies lower than their humble counterparts.

To complicate matters further, while a bottle might taste good, it’s way overpriced and not worth the money.  Well-known brands put out mediocre distillations on occasion.  You might buy a different type of whiskey from a brand that you prefer only to be disappointed – happens all the time.  ‘Value for the money’ is a common theme among many whiskey writers.    

What’s an enthusiast to do?!  Well, there are many different whiskey blogs, magazines and clubs where you can get a variety of opinions.  You can try it at your local pub before buying an entire fifth.  You might be able to try a mini of your intended target.  If you like a cheap whiskey, then that’s what you like.  Don’t let anyone tell you you’re wrong.  

Tread carefully or be bold, just know that disappointment is often a part of the whiskey journey.