I enjoy a drop of good whisky (mainly, though not exclusively, single malt Scotch) and in the past would buy a bottle from time to time. However, I realised that I was generally drinking it as well as beer, not instead, and reached the conclusion that it was something best reserved for Christmas, birthdays and special occasions.
Yet you’re pretty much entirely restricted to full-size bottles that are likely to cost the best part of £30, if not more. A handful of products are available in 35ml or 20ml bottles, but the choice is limited to a handful of the top-selling brands, and you’re generally expected to pay a hefty premium in terms of price per ml. Or you have selections of miniatures aimed squarely at the gift market that are even worse value for money.
No doubt the spirits companies would respond that concentrating on full-size bottles is a strategy that has stood the test of time and works for them. However, I can’t help thinking they’re missing a trick, especially if they want to attract new and younger customers to the sector.
It’s even more relevant now that distillers are venturing into “craft” territory with different “expressions” of their core product, for example matured or finished in different woods. It would be interesting, say, to get three versions of the same whisky finished in plain oak, sherry and port casks, but you just don’t get that opportunity at an affordable price.