Irish Whiskey

As you might guess, I frequent a lot of discussions about whiskey both online and in person. One thing that always struck me as old is people who “bunker” large numbers of the same bottle. What is bunkering you ask? It’s when you buy more than one bottle of a given whiskey and store it instead of drinking it. People do this for many reasons.

I can understand that if you REALLY like this year’s 2000 vintage Evan Williams single barrel that you might buy another bottle because the whiskey is different every year. What I don’t get are people who go into their local store as soon as the truck delivers the year’s Buffalo Trace Antique Collection and buying every bottle they can carry. Again, people do this for many reasons. However, I find none of them acceptable. Let’s look at them in turn:

1. “I bought all six bottles of George T. Stagg that were allocated to my local store because I love it and it’s my favorite.”

Fine, I get that you like it…alot. But what about all the other great whiskeys out there that you may be missing out on while you drink nothing but Stagg for the next year?

2. “I bought all six bottles of George T. Stagg that were allocated to my local store because they are collectible and will increase in value.”

I know some whiskey collectors. Personally, I’m not a fan of the practice because whiskey is intended to DRINK. It’s not intended to store away from the light of day hoping to cash in five to ten years down the road.

3. “I bought all six bottles of George T. Stagg that were allocated to my local store because I plan to trade them for other super spiffy whiskeys.”

Let’s say that in a perfect world such activities would be completely legal where you live (for the sake of argument) then why not save your cash and seek out those other bottles on your own? You could even put the money into some type of income earning vehicle and be better off when you got ready to make the purchase you really wanted.

4. “I bought all the bottles of the old bottling of Eagle Rare or Weller I could find because it isn’t made anymore.”

See my responses to 1, 2, and 3.

I’m sure there are a whole host of other reasons people bunker whiskey that I haven’t mentioned. However, what really steams my jeans about the whole process is that you’re keeping every bottle you can and you’re preventing others from discovering these great whiskeys. And you’re usually proud of it.

We here at Whisk(e)y Apostle are all about proselytizing the way of the malt. It says so at the top of the page. It’s kind of hard to tell somebody about a great whiskey they should try when you’ve bought all the damn bottles in the tri-county area. I think it’s selfish and kind of a dick move to be honest. Maybe I’m too handholdly-kumbaya about the whole thing. Yes, it’s a free market and you can buy whatever you want in whatever quantities you want but I just don’t think it’s right when it comes to whiskey. You don’t have to change your dastardly ways all at once. Go slow. Maybe this fall just buy five of those six bottles of Stagg and leave one for somebody else. You may not feel any different but the next guy who actually gets to try Stagg this year might have a really good week. Think about it.

Drink wisely my friends,

Richard

It’s been a while since I did a “Did You Know” piece and it’s long over due. So here’s today’s question..

Did you know that the age statement on your bottle indicates the youngest whiskey in the bottle?

Go ahead, run over to the liquor cabinet and look. Is there an age statement on the bottle? What did you think that number meant? According to Chivas, the vast majority of whiskey drinkers have no idea. Their research has shown that while many people think that number is important, few really understand what it means. For those that aren’t sure, the age statement on a bottle of bourbon, scotch, irish, japanese, etc whisk(e)y reflects the age of the youngest spirit in the bottle. That goes for single malts, blends, small batch, single barrel, etc. That means that in a bottle of 12 year old Macallan there could be a number of whiskies that are much older. Distilleries use older stocks to round out the flavor and consistency of younger bottlings. Maybe the 1997 Macallan vintage didn’t taste quite like the 1996 so they added a little 14 year old to the mix for consistency. Apparently, we human creatures like consistency in what we consume. It’s comforting I guess.

Why am I bringing this up today? Well, Chivas is sending around a notice of a new campaign they are launching to bring awareness to the popular misconceptions about age statements and what they mean. We Whisk(e)y Apostles are always in favor of more consumer education. Here’s a copy of the press release.

THE AGE MATTERS
Chivas Brothers launches global consumer campaign
on the importance of Scotch whisky age statements

The world’s leading producer of luxury Scotch whisky, Chivas Brothers, is launching a global campaign to advocate the importance and value of the age statements to consumers.

According to new research commissioned by Chivas Brothers, 94% of consumers believe the age statement serves as an indicator of quality, 93% believe that older whiskies are better quality and 89% actively look for an age statement when making a decision to purchase.

However, there is a global lack of knowledge about what the age statement actually means: only 10% understand that it refers to the youngest whisky in the bottle, nearly half (48%) believe an age statement refers to the average age and 35% believe it signifies the oldest whisky present. The Scotch Whisky Regulations (2009) make clear what an age statement means – the age of the youngest whisky in the bottle.

Chivas Brothers, Distiller of the Year 2009, is responding with a campaign called The Age Matters, which will manifest itself through stand-alone activity as well as through integration across the company’s aged whisky portfolio, which includes the Ballantine’s, Chivas Regal, The Glenlivet, and Royal Salute brands.

The aim of the campaign is to enable consumers to understand fully the age statement and to appreciate the value of the premium product they are purchasing.

One of the greatest influences on the flavour of whisky comes from maturation. Much of the complexity of Scotch whisky comes mainly from its time in oak casks in Scotland; with outstanding spirit and excellent wood management, it follows that the longer the maturation period, the more complex the whisky.

From 1 July 2010, consumers will be encouraged to look for age statements on Scotch whisky, via point-of-sale materials, advertising and public relations. A logo using the language Guaranteed Age Whisky has been created for usage in retail, and will be visible in the environment of Chivas Brothers brands that carry an age statement.

Christian Porta, Chairman and CEO of Chivas Brothers Limited, says: “The revelation that so many existing whisky drinkers do not understand that the age statement refers to youngest age of the whisky, shows that there is an opportunity for us to inform them.

“In an age when consumers of luxury goods increasingly demand transparency and authenticity from brands, it is vital that we empower consumers with knowledge, so that they fully understand the value of what they are buying.”

Drink wisely my friends,

Richard