Whiskey Quality and the Dilemma of Cheaper Bourbons

Often, the question arises: do cheaper bourbons truly deliver the same taste as their pricier counterparts? This article delves into the complexities of whiskey production, aging, and flavor, shedding light on why some cheaper brands may fall short.

Why I Rarely Buy Expensive Whiskey

I confess, I rarely purchase expensive whiskey because I tend to drink it too quickly. Among the American whiskeys I have indulged in, one that stands out is Single Barrel Jack. The experience was overwhelmingly negative, characterized by a pungent turpentine-like fragrance that bore no resemblance to the sour mash I adore. This brings to light a crucial point: sometimes, price does not always indicate quality or flavor.

Key Factors for Quality Whiskey

For truly high-quality whiskey, there are a few critical factors to consider. Firstly, the whiskey should be barrel-aged. Second, it should have no artificial colors or flavors. The quality and flavor come from the aging process itself. For instance, a 12-year-old single malt can be vastly different from a 15-year-old one, yet some brands that are markedly younger can still offer comparable taste profiles. However, anything older than 20 years is often more about hype than substance.

The Importance of Aging

Aging is the cornerstone of a good whiskey. Bourbon laws require a minimum of 6 or 7 years for barrel aging. This means a significant investment of time and resources before the first bottle can be sold. In many cases, this uncertainty about market reception can lead to companies cutting corners.

Historical Benchmarking and Modern Deviations

Brands like Evan Williams once offered excellent whiskey at a reasonable price. Similarly, Wild Turkey, a classic Kentucky bourbon, was once renowned for its rich and deep woodiness. However, these days, wild turkey tastes more like toffee syrup than the complex, robust flavor profile it was known for. Jack Daniel's, which was once a favorite, now tastes like maple syrup, a stark contrast to its former rich, smooth taste.

Concerns About Ethanol Distillation

Increased scrutiny has led me to doubt a significant number of Colorado distilleries. From the 20 bottles I checked, up to 90 absinthe, I have encountered instances where the liquor appeared to be ethanol flavored like whiskey. This practice, often to cut costs, can result in headaches and a loss of quality never before experienced.

The Consumer’s Role in Quality Control

To navigate the murky waters of whiskey quality, consumers must be discerning. A bottle under 20 years old should be approached with caution, as these brands often struggle to maintain consistent quality and compete with older brands. For instance, something like Johnny Walker Red Label can offer a taste experience almost as good as a 10- to 12-year-old whiskey. However, anything over 20 years is more about marketing than actual quality.

Additional factors that significantly impact a whiskey's quality include the presence of corks. Corks often provide a unique flavor, but if these are absent, one must be extra discerning. A good rule of thumb is to sample around 20 to 35 bottles before achieving a consistently good flavor profile. Weeding out brands that seek to fill voids through price points and quality can help maintain a higher standard of consumption.