Buzzing On Expensive Scotch, But At What Cost?
There's been a lot of buzz out there lately about hugely expensive bottles and/or casks of Scotch that have become available. We should know...we covered Johnnie Walker's $27,000 bottle (or was it $28,000?) a while back. We're pretty sure we'll never be able to afford that level of high-end booze (it's OK...we're drinkers, not collectors anyway), but we didn't really think about what these bottles had to say about Scotch and the people who drink it. However, we just found a very thought-provoking piece from Kevin over at The Scotch Blog that puts these kinds of promotional bottles and their possible impact into light.
He mentions a bottle of $48,000 Glenfiddich, the $28,000 Johnnie Walker, bottles Dalmore 62 that went for $44-$55,000, and is concerned about the perspective it puts on Scotch drinkers on the whole and how Scotch is perceived.
While I understand that positive exposure and free press are a great thing, in this context, and in my estimation, it simply reinforces the widely held misconception that Scotch is for silly old rich men, Dot Com millionaires or Traders with expense accounts.
I wonder if there is a correlation between the release of the "most expensive" stories and a noticeable increase in sales? I also wonder if such stories have the effect of solidifying any "for the old & stodgy" perception that Scotch may have amongst the general public.
Read the full story, along with interviews of notable Scotch luminaries, at The Scotch Blog
. While you're at it, we'll be plowing through a bottle of White Horse in protest.
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Posted by Jake Jamieson at December 6, 2005 12:29 PM