Earlier this month I posted a new poll regarding bottling strength of single casks or quality malts, and the premium we’re willing to pay to get a fuller body, with higher % ABV. It all started after tasting a Master of Malt Speyside 30 year old, I really liked but hoped it would be bottled at a higher ABV for such a good malt (currently it was only 40%). Posting this poll on a whisky blog frequented mostly by whisky aficionados and anoraks, I was pretty sure what the poll results would be, but it was still fun to see how people will react. So there results are as follows:
Given a 30 year old whisky at 40% ABV at a price of 100 GBP, would you consider paying 30% more for a 50% ABV for the same bottle?
As you can see, and as I thought, most of the poll participants (93%) are willing to pay more for higher % ABV of excellent malts. 62% (blue slice) are automatically inclined to do so, while a further 31% (red slice) are willing to do so depending on the whisky in question. It’s true that adding % ABV for an extra $$$ is doable, but there are other business considerations such as a psychological barrier when paying , let’s say more than 100 GBP. Some people will gladly buy a whisky for 99.95 and would consider a whisky priced at 120 GBP expensive even if it’s at a much higher ABV 5. Luckily We whisky drinkers do not have to worry about those issues.
in any case, I do hop this wee poll will encourage certain whisky makers / bottlers to consider bottling some expression at a higher % ABV, in the future.
Slainte!
Gal.
To some degree Nikka, with their Nikka Straight From The Barrel, takes care of the psychological barrier of added cost by making a smaller bottle of 50 CL. and keeping the cost at about the same level as larger bottled lower % ABV whiskies of similar quality. They make the product look special too so the market is willing to pay out the same amount of money for less product. Of course it helps to have a FANTASTIC product.
Yes, this is indeed a fine example. fantastic product, sexy and very simple packaging. absolute stunner. using the 1/2 liter packaging for a lower cost is a well known method. see the entire TWE elements of islay bottlings, and most Australian single malts (lark,Bakery Hill) use this trick.
Interesting results Gal – and you’ve hit the nail on the head with your comment about the kind of people who read your blog 🙂
We’ll definitely take it under advisement – as I mentioned last time, we’ve already begun investigation into sourcing new malts at a higher ABV
Thank you Ben. Much appreciated that you do consider our little whims and aspire to make us whisky folk happy.
and about the crowd: well, one has to know his crowd 😉 fine people. but we’re not the average Joe. betcha 99% of the readers can recite the names of 8 operating Islay distilleries even when asleep.
We’re looking fwd to future news! they never stop coming from the MoM towers, and that’s how we all like it!
keep up the good work, 2012 looks promising.