For those of you that know me, I clearly spend a significant portion of my free time learning about, tasting and hunting whiskey. So much of my energy is invested in the quest to find that next bourbon, rye or Scotch that will blow my mind, shift my point of view, and further expand my palate. I’m quick to share my thoughts about each and every pour, and I do my best to be objective and focus on the whiskey itself, ignoring marketing, hype, or in some cases whatever the opposite of “hype” is. Anyone??? Does that word have an antonym?
Despite my best efforts to ignore all but the whiskey itself and judge it solely on its merits, I’d be silly to think that I’m not influenced by other factors, such as price, brand backstory, scarcity, reputation and… the most obvious factor that presents itself when you walk into the liquor store and set your eyes upon the whiskey aisle: packaging!