Are private selections really better?

No, not always.  But yes, sometimes.  Rather, what they can be, and I stress CAN be, is different. A private selection has the potential to be better (or worse) than the standard label. It depends what those who selected it like – as well as what they had to choose from.

If you’ve never experienced a particular brand or label, I’d recommend going with the standard label – as that will best represent what you can expect from that label. The goal of a distillery or producer is to achieve consistency in that flavor profile so the consumer keeps coming back if they like it, and their expectations are met with each purchase. Does that mean that mean that every bottle of Old Forester will taste like every other one? Nope – especially if you’re looking back over an extensive period of time where there are changes in the distillery itself, the proof coming off the still, the proof going into the barrel, etc. But it does mean that you’re likely in the short run to have a more consistent experience with the label. When changes are made, these guys and gals know what they’re doing (usually) – and work to make the impact of those changes a gradual journey such that it isn’t a rude awakening from one bottle to the next.

If you’re familiar with a label and like it, a private selection is a bit like a scratch-off that is very likely to at least pay for itself. What I mean by that is in my experience, those private selections that I enjoyed markedly less than the standard label were in the minority (less than 20%). The majority I thought were pretty close to the standard label, and not materially different – so not special, but if you didn’t pay a premium – you wound up even. But some of the best whiskey I’ve tried were from private single barrel selections. When I get one of these, where a $25 bottle tastes better than a $50 bottle to my palate, I’ll want to buy an extra bottle (or three). In fact, I’ve started carrying a collapsible cup in my car so if I am out on the road and I purchase a private selection single barrel at a solid price point – if time/circumstance permits, I’ll open it right there in the parking lot and take a sip. If it blows me away – I’ll go back and grab another.

In the rare case when I pick up a private selection that I don’t care for, I’ll make a mental note and likely avoid buying private selections from that establishment. They don’t always have the same people doing the picking, but I figure why chance it. The inverse is also true – if I get a stellar pick from a store, I’ll try to come back and look for other picks. It isn’t a guarantee of striking gold in the future, as a lot depends upon what they’re offered to select from. But it gives me hope that whomever is doing their picking has a similar taste profile to mine.

Early on in my whiskey journey, I avoided private selections like the plague. I had tried one that I absolutely loved, and was crestfallen to learn it was sold a year earlier and there was no chance of scoring a bottle of it. “What’s the point in trying something I can’t go out and buy?” I thought. Today – I don’t go out of my way to find private selections, but if I’m already familiar with a label and like it, I’ll give a private selection a shot.

At the end of the day, buying a private selection over a standard label comes down to what you’re looking for. If consistency and having your expectations from a past experience met are key – you’re likely better off with the standard. If you’re open to possibly being disappointed, but also the possibility of finding a gem – give the private selection try.

Cheers!
Gary