The Amazing Diversity of the Whiskey Drinker

 The Amazing Diversity of the Whiskey Drinker

George F Manska, CR&D Arsilica, Inc.

Let’s go a little deeper into the psyche of the whiskey drinker, and show you how to recognize certain personalities. The next time you go to a liquor store spirits tasting, whiskey club event, or have a small gathering of friends, change your perspective. Rather than taking an active part in tasting comments, focus attention on the other tasters, their behavior, and their comments.

You will discover much from the back seat including who you can learn from and who would be fun to taste with again. Shamelessly gather contact info during the process. Several subtypes of drinkers can be readily identified:

Tasting Narrator/Teacher conducts the tasting, faces challenges, drives the story forward, and may relate how he/she gained personal growth or transformation throughout the story. Good teachers concentrate on educating the audience and relating their story without an overly biased sales pitch. It is okay to sell, but it’s better to concentrate on specific details regarding the special attributes of each spirit. Moreover, good teachers realize there are only stupid answers, and handle the response to all questions with grace, fact, and openness. Not only is this behavior kind, but it also promotes open discussion and clarifies.

Expert may attend the tasting, but not take an active part in the education. If an expert other than the narrator is present, chances are the narrator has personal knowledge and may introduce him/her to the audience or ask for advice or comment. Look for those with a high level of skill, knowledge, or experience and a comprehensive understanding of the subject matter. They are often sought after for insights, advice, and problem-solving abilities.

Finding experts may be difficult until after the presentation, and eavesdropping on others interaction then, frequently uncovers them. These are good people to get to know after the tasting because you can gain much useful information from them.

Antagonist opposes or creates conflict for the protagonist in the narrative with frequent interruptions, shouting out questions, or making barely audible sarcastic remarks. They drive conflict and tension, are not interested in teaching, and have an ulterior motive for their behavior. Therefore, avoid them.

Attention Seeker One common type of antagonist is the attention seeker, who craves and actively seeks attention by drawing focus to themselves, often through flamboyant actions, dramatic gestures, or loud extroverted behavior. They enjoy being in the spotlight and may go to great lengths to capture attention and admiration. Above all, avoid these timewasters.

Socialite thrives in social settings and actively seeks engagement with others. Business card passers/collectors, are skilled networkers and build social connections. Socialites may have extensive social circles, and their presence in social scenes is often notable as is their ability to effortlessly navigate social situations. In whiskey circles, they may know someone you need to know or may know of tastings you may like to attend. Ask. They are as eager to get you into their network as you are to find out what they know.

Label-Man/Status Seeker has limited his knowledge to whichever spirits are the rarest, costliest, or have the most prevalent or most pleasing advertising. Far too many exist in our society, and he always compares whatever he is tasting to what he considers the best; and name-dropping the high buck expressions, even if he has never tasted them.

Since WWII our American culture has exuberantly promoted brand names as status symbols, and those bent on personal success have established respected brands as status symbols and lifetime achievement milestones. Additionally, these brands are further supported by successive generational education.

As a result of this shallow approach, we’ll never learn anything of real value from label-man or status-man. Furthermore, it is easy to discover their materialism. They will never be serious whiskey drinkers as their quest interferes with focus. Avoid, because he has nothing to offer and continually seeks affirmation and respect.

Wannabee desires to be someone or something he/she is not. They often emulate the qualities, lifestyle, or achievements of a particular person or group by imitating the interests of their role model. Wannabes try to attain status without genuinely embodying associated values. However, these are the fake experts and posers, and at first, may be difficult to separate from attention seekers. It’s useful to note who speaks authoritatively but wrongly on issues you understand well. Avoid.

At the end of the day, we are not psychologists, but we have a pragmatic view of who we should find and form friendships with to develop ourselves, expand our knowledge, and explore different points of view.

We selfishly admit that to become serious spirits lovers we must always be the student, continue to seek good teachers, and take advantage of educational opportunities. Overall, remember to be charitable and understanding of others, giving back whenever possible.

In summary, many times, we have watched tasters at events pick up their glass, sniff, and upon detecting the pungent whiff of ethanol, smile smugly, nod heads in approval and drink, swallowing without swirling, savoring, tasting, or checking finish. Not being serious spirits lovers, they crave ethanol and have been conditioned by decades of tulip drinkers that concentrated ethanol is the definition of a great spirit. Avoid them, they are easy to spot.

Finally, look at all the whiskey clubs around on Facebook. The most common questions are “What do you think of this?” or “I got one of the three allocated to my favorite liquor store,” or “What is the best _______ (bourbon, scotch, tequila, rum, fill in the blank)?” They are not serious spirits drinkers, and most need to realize that “best” is a personal choice, not public consensus.

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Bio:  George F Manska, CR&D, Arsilica, Inc.
Qualifications:  Published sensory science researcher, entrepreneur. BSME, NEAT glass co-inventor
Mission: Replace myth and misinformation with scientific truth through consumer education.  
Comments Welcome – Contact:  george@arsilica.com, phone 702.332.7305. 
 More Information: www.theneatglass.com/shop  

How to Become a Serious Whiskey Aficionado

 How to Become a Serious Whiskey Aficionado

George F Manska, CR&D Arsilica, Inc.

The times they are changing, and fast. AI (artificial intelligence) is quickly becoming a popular conversation topic along with much speculation and misunderstanding about exactly what AI is and its usefulness. 

AI software is not yet truly intelligent (generating its ideas independently), but it is powerful software that performs intensive, deep scans of massive databanks. However, it is a proven process for organizing cohesive thoughts.  To validate that claim we asked AI to answer a simple question.

Background: The development of our NEAT glass began in 2002 as the result of a mistake in a glassblowing class.  This large-rim-flared, mouthblown glass “mistake” was encountered first while retrieving previously used tulip glasses from the dishwasher to sample a newly released cask-strength scotch.

Deciding to try the “mistake,” we pour and sniff, to discover a remarkable absence of characteristic, overpowering, pungent ethanol, and only slight traces of ethanol at the rim edge.  In amazement, we retrieve our tulips and compare them side-by-side; the Aha Moment!  Glass shape controls aroma profiles in a way that seriously challenges the way the world enjoys spirits. 

Data Compilation:  We formed Arsilica in 2002, dedicated to researching spirit evaluation methodology, and we conducted many A-B comparison tests to construct profiles of whiskey drinkers through their preferences, comments, and opinions.  NEAT was released as a well-researched, refined, patented, manufactured product in 2012, and our findings were released in 2018 in a peer-reviewed beverage journal paper which validated our scientific approach and presented the collected data.

Two Whiskey Drinkers:    A decade later, re-examining the early collected comments, we discover an important trend that split most whiskey drinkers (and other spirits drinkers) into two diverse attitudes toward ethanol and spirits that we will call casual whiskey drinkers, CWD, and serious whiskey drinkers, SWD.  The concept may be obvious to many, but we are nerdy researchers who rely on the scientific method.  Consulting outside help, we asked AI’s ChatGTP  “What are the major differences between casual and serious whiskey drinkers in 200 words?” The result:

Casual Whiskey Drinkers vs. Serious Connoisseurs: Contrasting Approaches

• Knowledge and Exploration:  Casual whiskey drinkers have a limited understanding of whiskey types and may stick to well-known brands. Serious connoisseurs, however, invest time in studying production methods, regions, and distilleries. They seek out rare expressions, appreciate the nuances, and expand their whiskey knowledge continuously.
• Tasting Experience:  Casual drinkers may enjoy whiskey for its flavors, often mixing it or consuming it casually. Serious connoisseurs view whiskey tasting as a sensory experience. They analyze the appearance, aromas, mouthfeel, and finish. They use specialized glasses, follow a structured evaluation process, and even keep tasting journals to record their observations.
• Collection and Investment:  Casual drinkers purchase whiskey for immediate consumption, while serious connoisseurs build curated collections. They invest in limited editions, aged releases, and discontinued bottles. Whiskey becomes both an indulgence and a potential investment, with serious connoisseurs actively tracking the market and participating in auctions.
• Community Engagement:  Serious connoisseurs engage more actively in whiskey communities, attending events, participating in forums, and visiting distilleries. Casual drinkers, while appreciative of whiskey, may not seek out such communities or engage extensively in discussions.

Conclusion:  While both casual drinkers and serious connoisseurs enjoy whiskey, the differences lie in their depth of knowledge, tasting experience, collection preferences, and community engagement. Serious connoisseurs are passionate about expanding their understanding, savoring the complexities, and building curated collections. Whiskey, for them, is not just a beverage but a journey of exploration and refinement.

This AI response is unedited and powerful, and we couldn’t have said it better.  ChatGPT warns against interpreting AI-generated information as “set-in-stone,” and AI-extracted information is a trend, unsuitable for direct application to specific individuals. 

This AI response is unedited and powerful, and we couldn’t have said it better.  ChatGPT warns against interpreting AI-generated information as “set-in-stone,” and AI-extracted information is a trend, unsuitable for direct application to specific individuals. 

Where Does NEAT Fit?  Mention of NEAT in whiskey circles sparks controversy yet NEAT needs no vindication because it performs a specific purpose. NEAT unmasks and frees spirits’ hidden aromas from pungent ethanol for better detection, identification, evaluation, and enjoyment.  NEAT has no competition since no other glass has a scientific function or purpose; it’s not about which glass, it’s about your nose and whether or not you want a simple tool to enhance personal experience and knowledge. These are subjects that concern SWDs.

Putting AI to Use:  If you use NEAT, you are most likely a SWD.  Not all SWDs use NEAT.  CWDs are taught to use only tulips.   The story is the same for SDs of all distilled spirits and liqueurs.  Our mission is to improve awareness and educate spirits drinkers with useful, truthful information.  Therefore, we employ AI to define and organize the task. The Shocking Suggestion: As we discover more regarding the social aspects exhibited by spirits nosers and tasters, one thing is crystal clear.  For decades, drinking out of tulip glasses has provided nearly every spirit drinker with a predilection towards ethanol which can turn on the industry in the longer run and may have already stunted industry growth and tainted a more wholesome approach.

Serious vs. Casual Drinkers at Tasting Events:  No one wants to talk about this stuff, because, frankly, it’s embarrassing.  We have intently studied the reactions of drinkers at whiskey events.  For the most part, they approach a brand booth, examine the sample labels available, and request a specific pour.  What’s behind those choices? 

Casual drinkers can be further divided into four major types.  Almost always after the first sniff, a smile, a nod of approval, and a taste.  Was the whiff of pungent ethanol the major motivator for the taste?  For sure, the subtleties of flavors and aromas are barely recognizable through the ethanol.

1. The most common choice is the highest ABV or cask strength using the following faulty logic:  The higher the ABV, the more costly, and therefore the best value.
2. The second type looks for the oldest expression using the faulty logic that older is better, and better costs more.
3. The third type of casual drinker loves the label and is looking for justification to purchase.
4. The fourth type is on an ego trip and has to be able to say “I was first in my group to taste that,” or “I have an opinion on that new release,” or they collect new releases to show off, or any number of other ego-feeding reasons.

Serious drinkers can be further divided into three major types.

1. They may or may not examine the labels first, but they do ask questions such as “What’s special about this one?” or “Explain the barrel choices,” or “What was the inspiration to do it that way?” 
2. They then ask to taste the ones that they feel will best suit their educated pallets to determine if it is collectible
3. They choose to taste, experience, test, and quantify the final effects of the special treatment described to them

Sure, there are a lot more descriptors than those listed, but the point is the vast majority of event traffic seeks a high or a buzz from the ethanol, a justification of their attendance dollars spent, or a justification that proves their faulty value logic.  Alcohol alone seems to be the quest, and standing at the exit near the end of the event listening to comments is a telling experience.  Additionally, the strong smell of barf near the end of the event reveals the nature and seriousness of the participants.

Serious vs Casual Drinkers at the Liquor Store:  Casual drinkers pick the outstanding labels or their favorite store’s new barrel pick and immediately look for the ABV. Then they note the price to justify the purchase. Finally, check the internet to verify the going price. Serious drinkers seek newer or exclusive releases and read notes from reviewers they trust. They purchased it because a close aficionado friend whose recommendations they trust said to try it.  Most serious drinkers share and discuss with and listen to like minds who have the same curiosity and considerations about whiskey.  Serious whiskey drinkers also check prices on the internet because they too look for the best value. However, it’s not a value of bucks versus alcohol content.

In Summary, we pose the Question No one Wants to Answer:  No need to throw stones at CWDs.  Everyone we know, including us, started as CWDs.  Self-examination and awareness of which one you are, are key.  Get serious and realize early on that it is not about the ethanol, but it is about a deeper subject with a perpetual learning curve.  The love of whiskey which is the love of ethanol is the doorway to a much darker room.  Could decades of drinking high ABV spirits from tiny rim glasses that concentrate strong, pungent, nose-numbing, anesthetic ethanol right up front into the nose have changed drinker’s expectations to those which accept and endorse the characteristics of high ethanol over flavor, complexity, craft, and enjoyment?  Surely the industry is capable of teaching a more satisfying, realistic, and beneficial approach.

Bio:  George F Manska, CR&D, Arsilica, Inc.

Qualifications:  Published sensory science researcher, and entrepreneur. BSME, NEAT glass co-inventor

Mission: Replace myth and misinformation with scientific truth through consumer education.  

Comments Welcome – Contact:  george@arsilica.com, phone 702.332.7305. 

 More Information: www.theneatglass.com/shop  

Truth or Imagination? Do Salty Aromas Really Occur in Whiskey?

 

Truth or Imagination? Do Salty Aromas

Really Occur in Whiskey?

George F Manska, CR&D Arsilica, Inc.

Serious whiskey drinkers read constantly to discover new information on spirits.  Scientists keep quiet while acclaimed scotch whisky critics, authors, evaluators, and mavens swear by the salty smell of scotches distilled near the coasts of Islay, Jura, Skye, and Arran.  Moreover, they credit salty sea air for salty aroma characteristics.  Marketing again executes falsehoods as science fails to push back to debunk misleading information. 

The Truth:  Salt has no smell.  Placing saltwater on the tongue reveals salt as a taste, not a smell.

Some scotch whiskies are produced in an atmosphere that periodically contains salt spray, but how can salt get in the barrel?  If salt could get in, scotch could get out, leaking or quickly evaporating (some evaporates – “angel’s share”). The salt stays outside the barrel. Interestingly, scotch reviewers never discuss how salt gets in the whisky. They don’t know, and neither does anyone else. During distillation, is the spirit made with salty water, or is the barrel washed with saline water? Is salt added to the barrel?  Indeed, a good distiller never does that, much less, admits to it. 

Processing Barley: Some Islay-grown barley is a component of some Islay scotch. However, if salt deposits on the barley, does it survive processing and cleaning? Does the distillation (high-temperature evaporation) process leave enough salt to be detectable on the tongue?  Highly unlikely.  Modern barley processing through soaking, screening, shuttles, and milling minimizes any possible trace of salt, only 20% of husks (popular milling mix), eliminate 80% of the potential problem. Therefore, even the slight possibility of detectable husk salt is nil.

Aeromatic Sea Droplets: Seaspray (spume) is a natural product of violent waves and wind.  Called SSA (sea salt aerosol), sea spray bubbles burst at the interface of water and air, rising up from crashing waves, commonly leaving light salt deposits on the pier, docks, and buildings close to wave action and weather.

During fierce storm conditions in the cool fall and winter sea spray travels as much as 25km within the atmospheric boundary layer. However, jet droplets and spumes from normal wave action throughout the year travel only about 20cm above the water surface and may travel a horizontal distance of 100 feet. 

What is Sea Spray? Seaspray consists of 60-90% DOC (dissolved organic carbon), and an additional percentage of dead algal cells, the product of algae blooms.  Do any critics ever discuss the latent aromas of rotting fish and dead algae?  Not that we know of.  Subsequent rain in the aftermath of most storms washes salts and DOCs to the ground, and salt crystallizes.  Inside storage facilities, atmosphere salt levels are extremely lower than those just outside.

The barrel: Barrels are tight, and air can slowly permeate the wood, but the probability of salt migrating through the wood membranes or tightly swollen stave seams is unlikely, if not impossible.  In the likelihood that salt crystals reach the barrel, they will leave a tiny white line at every leaky seam.  Certainly, microbial bacteria have a better chance to permeate a seam than does crystallized salt.

The test:  We prepare a saline solution of .05% NaCl (table salt) and verify that with a calibrated salinometer.  Washing the salinometer after each test, we test several Islay scotches which reviewers note as “sea salty” for an indication of salinity.  They all test at 0.00% salinity.  If salt isn’t in the liquid, how could it be in the aroma?  Among four reputable tasters, none can distinguish (blind) taste or smell differences between .05% and 0.00% NaCl water.

Reviewers’ “Obligations”: Reviewers believe a reference to salty aromas is obligatory in their notes on island/Islay scotches due to proximity to the sea.  They know in advance which scotch they are tasting, and fear omission of ocean flavors is an unforgivable oversight, because “It ought to be there.” 

If there are nearby sewage treatment plants or fertilizer factories, they surely ignore that description. If there are rose gardens or pine forests nearby, they certainly take advantage of the opportunity to describe enticing floral and woodsy notes.  Brand marketers support the myth to enhance diversification from other scotches because they can, and it sells whisky. Salt exists in scotch whisky because reviewers attempt to make their notes interesting and appealing.

Personal Ambitions: Perhaps the critics believe followers will applaud their exceptional sensory prowess in salt detection when no one else can.  Indeed, it is an unchallengeable opportunity to enhance the taster’s mystique and prowess. Especially if other reviewers do not note salt in the same spirit; it’s flagrant one-upmanship, “My nose is better than yours.”

In Summary:  As a personal experiment, taste scotch double-blind (no peek label/bottle, someone else determines the order). Construct flights with some “sea salty” (according to a reviewer’s designation) samples.  Salty air comments appear because tasters know the brand/label/bottle shape/distillery location indicates a particular spirit is made near the ocean. Indeed, tasters also gather clues from surreptitious hints of high phenol peat smells, which may indicate the spirit is made near the ocean (Islay scotches for example).  Finally, unless “sea salty” shows up in professional sensory evaluations, it is not a proven attribute of spirits made/aged near the sea.

Bio:  George F Manska, CR&D, Arsilica, Inc.
Qualifications:  Published sensory science researcher, and entrepreneur. BSME, NEAT glass co-inventor
Mission: Replace myth and misinformation with scientific truth through consumer education.  
Comments Welcome – Contact:  george@arsilica.com, phone 702.332.7305. 
 More Information: www.theneatglass.com/shop  

Elevating Whiskey Evaluations to Achieve a New, Higher Perspective

 

Elevating Whiskey Evaluations to Achieve a New, Higher Perspective

George F Manska, CR&D Arsilica, Inc.

Most people in the alcohol beverage industry take a personal interest in the sensory attributes of beverages. Bartenders, mixologists, servers, distributors, and brand ambassadors enjoy attending tastings at expos, restaurants, and wine and liquor stores to experience and discuss tastes, aromas, and flavors of beverages, and many belong to wine or whiskey clubs. This process breeds a few well-informed “frequent flier regulars” who really know their stuff, emerging at various events to contribute to the educational process at the attendee/guest level. Still, the information presented by the admins of these events differs widely by beverage for an unsuspected reason.

Wine and beer tastings are characterized by a number of “regulars” who demonstrate an exceptional ability to nail flavors, aromas, and other descriptors, and their confidence level and knowledge are generally high, with vocal participation, and contribution to flavor profiles, drinkability, and pairings. More often than not, leaders/admins in these events refrain from imposing flavor descriptors on the attendees before tasting and expounding on beverage characteristics after tasting. Many comment on balance, acidity, and mouthfeel, and are not afraid to say, “This wine (or beer) is too hot (referring to ethanol content).” As the seasoned tasters share knowledge, newbies learn to associate specific flavors with grain, hops, and grape varietals. Spirits events, particularly whiskey, are another story.

Whiskey tastings are much different, having less vocal audience participation. No one ever at a whiskey tasting said, “This whiskey is too hot.” There are no comments on balance acidity and very few regarding profiles, drinkability, pairings, etc. Seasoned tasters sniff the ethanol, nod their heads approvingly, and look around the room to see if others follow suit. Complete personal satisfaction seems to occur at the olfactory discovery of pungent ethanol as a final assurance they received what they came for. Any discussion of the flavor profile is introduced before tasting by a leader or brand ambassador who relates carefully chosen, corporate-prepared descriptors as pre-tasting semi-subliminal suggestions to prime attendees for the sales pitch, knowing full well that sniffers do not work well once filled with abundant ethanol fumes. Attendee comments are generally “This is good,” or “I like it,” or the highly descriptive “Wow.”

Spirits lovers reading this will immediately say, “Of course, stupid, they are different beverages, they provide different information,” but that is not the whole story. The result of group tastings should be the experience of flavors and aromas and a forum for sensory information and discussion regardless of beverage. Whiskey (spirits) drinkers should be able to discern spirit flavor profiles. Given the price of spirits, accurate detection of flavors and aromas should be a primary purchasing decision. Sadly, it is not.

Why? At first glance, the levels of anesthetic ethanol in each type of beverage seem to be the major difference, but that is a superficial observation. The real culprit is the glassware. Let’s discuss the long-accepted glassware used for each type of beverage to see how ethanol and flavors are manipulated to display aroma profiles.

Beer glasses: Certain shapes have become identified with specific beers since the medieval era. Beer glass styles were associated with popular beers, which was clever marketing for the time. A few basic styles have survived: the pilsner for lighter beers, the tulip for medium-body beers, and the chalice for stouts, high ethanol, heavy, and highly aromatic beers. Over the centuries, they have gotten it right for most beers, ranging from 3 to 12% ethanol. However, the public prefers the standard English pub pint glass filled to the rim to ensure a “pour to the rim with no headspace to appreciate aromas. At least, after the first two sips, there is enough headspace to collect aromas to sniff and savor and relatively low levels of anesthetic, ethanol, permit, flavor, and appreciation prior to anesthetization. Serious craft beer drinkers are all about their beer’s flavor, aroma, and taste. Although the glasses could improve, sensory considerations exist, at least to an acceptable degree.

Wine glasses: Over the years, these have been narrowed down to three basic shapes: 

• Large, wide bowl wine glasses are generally best for reds to appreciate the complexity of a wide variety of flavors and aromas, 
• Tulips concentrate narrow aroma profiles of white wines and 
• Flutes prevent the quick escape of the bubbles in sparkling wines. 

Most wines range from 6% to 17% ethanol. Wine glasses have a distinct headspace to insert the nose and appreciate flavors and aromas, except flutes. Headspace size is generally managed by the pour, which is usually much less than half the volume of the empty glass, allowing adequate headspace for nosing aromas. Too much olfactory ethanol is disagreeable to most wine drinkers, and they know it interferes with their search for flavor. Serious wine drinkers are all about the taste and aroma of wine, and although the glasses could stand some improvement, sensory considerations exist to a high degree. Consequently, tasting discussions are sensory-oriented, and those ”This stuff is good” comments do not mark the end of the sensory experience and instead, promote deeper discussion, “Why do you think so?”

Whiskey glasses: Until recently, spirits drinkers have widely accepted two basic shapes: the iconic tulip and the tumbler. Far more accepted is the tulip, an evolutionary descendant of the tiny copita sherry glass. Characterized by tiny rims too small to insert the nose and small bowl diameters to prevent swirling, tulips give no choice or possibility of separating pungent, anesthetic, nose-numbing ethanol from the aroma profile, and in fact, tulips concentrate headspace ethanol aromas to 65 to 75%, with 2 to 3% character aromas, the rest being air and 2 to 4% water, due to the high volatility of ethanol.

Originally designed for 22% ethanol fortified wines, when tulips are used for spirits, they become an ethanol nose bomb, frequently referred to by serious whiskey drinkers as “nose-cannons.” Concentrated ethanol limits accurate sensory diagnostics to lingering but quickly fading two-sniff memories.  Even the experts’ opinions are affected by the olfactory ethanol barrier to flavor perception.

The Tulip Problem: Whiskey glassware is a sensory problem. Tulips, the most popular, iconic spirits ethanol delivery devices, are the primary reason whiskey event commentaries end with “This stuff is good.” The follow-up “I’ll buy it” is often an obligatory response to the free tasting samples and presentation and is usually not about personal preference. Tulips are a driving force behind the whiskey drinkers’ quest for higher ethanol. Distillers, recognizing a windfall opportunity, created a new “cask strength” market segment for straight, neat whiskey drinkers, reasoning that undiluted spirits directly from the cask are the “purest” and “highest” form of whiskey possible. Assessing flavor and appreciating the drinking experience of cask strengths from a tulip is exponentially more complex than 40% ABV (alcohol by volume) spirits. Why don’t more drinkers know this? Because they are completely unaware of the silent, painless onset of ethanol nose-blindness.

As long as tiny-rim tulips are the standard, most whiskey drinkers/tasters will remain in an ethanol fog and resort to buying popular labels, rare selections, celebrity endorsements, and cleverly advertised spirits regardless of personal sensory experience, fooling themselves into submitting to pre-tasting subliminal flavor suggestions of corporate brand ambassadors and marketers. Spirits drinkers will follow the passing show of revered gurus, mavens, and celebrities who drink from tulips and dictate what drinkers should buy, perhaps augmented by competition medal awards, without considering true attributes or flaws.  Instead they relate their own personal preferences.  

State of the Art: Whiskey evaluation and appreciation in its current state has become a status participation game designed to replace your personal opinion with high-powered marketing and buying suggestions. It exists solely because whiskey drinkers encourage and unconsciously demand it by prioritizing pungent olfactory ethanol over discovery, enjoyment, and discussion; add to that a general propensity to let someone else make your decisions because thinking objectively “hurts your brain.” Gurus, mavens, and competitions help guide drinkers only because drinkers insist on confusing the pungency of ethanol with characteristic aroma and flavor, and many equate high ABV with quality.

Ethanol pungency is exactly the same for all spirits of 40% ABV (escalated for higher ABV) and has absolutely no relationship to character or flavor. Unfortunately, most whiskey drinkers confuse “cask strength” with quality. Since cask-strength spirits cost more, an irrational leap to “more ethanol means better quality” is almost natural.

Summary: It’s time for us to rise above the marketing madness and bring fun, opinion, sensory perception, and knowledge into the whiskey-tasting game by becoming serious whiskey drinkers. It can begin by choosing glassware designed to deliver flavor and sensory enjoyment without the upfront anesthetic ethanol, which quickly numbs the nose to aromas and flavors.

Bio:  George F Manska, CR&D, Arsilica, Inc.

Qualifications:  Published sensory science researcher, entrepreneur. BSME, NEAT glass co-inventor

Mission: Replace myth and misinformation with scientific truth through consumer education.  

More Information: www.theneatglass.com/shop