One question we get all the time is “What’s a good price to spend on a bottle of good whiskey?” Well, it all depends upon what that bottle is for… And the more we thought about this, the more we realized: that’s the golden question…

     Are you pouring your bottle? Do you have a dram or two a night? You’ll empty that bottle in a week or two… Brands look at consumers in subsets… and one of the most important subset is the guy who goes to the store to buy a specific bottle- and consumes it in about a week. Everyone’s hoping to be the one and only brand that he/ she is seeking- but not every brand has that base…

     I think it’s worth saying that $100 is probably more than most people want to spend on a bottle that they’ll consume in 1-2 weeks. But this is a price point that weeds out the entry level stuff, and companies view this price point as a shift to luxury.

     So every month, I’ll be reviewing one bottle that sells at retail for somewhere between $90-$110. We’ll give a little background on the brand, the production technique, the team behind the juice. We’ll then offer tasting notes. Finally, we’ll break down the price per pour at some of New York’s most popular whiskey bars. We’ll also do our best to have a classic whisk(e)y cocktail professionally made using the expression, and provide some notes and hopefully media on how it came out.

     The point isn’t just to show what we get out of a home-pour- but perhaps to showcase a more accurate value- what are we willing to pay per dram when drinking at home, and what is that equivalent value when out on the town with friends and loved ones…