Why ”it’s about taste” is a bad argument for NAS whisky

1) Because you can’t say ”it’s all about taste, not age” – and then charge customers a kazzilion dollars for a 30, 35 or a 42 YO.

2) Because you guys until extremely recently said ”it’s all about age”. In fact, quite a few of you still do. It’s like the argument with the type of water flowing from that magical stream through peat bogs or heather or slate or whatever being so important for the taste of whisky – 1990s marketing – which just doesn’t play anymore. Why? Well, because after all, it turned out to be either totally untrue or...