Monday, February 10, 2014
Reader Poll: Younger, Weaker or Harder to Get?
Last week's list of bourbons that have lost their age statements got me thinking about the problem distillers are facing in the current market. I'm sure most companies would rather not remove age statements or lower proof, but they feel they have to in order to meet demand. Meanwhile, enthusiast consumers get frustrated over younger and weaker whiskeys on the one hand but also about scarcity of brands that haven't lowered their age or proof on the other. From a producer perspective, I can see how it seems like a no win situation.
So, what would we, as consumers, prefer? Let's assume that there is not enough of a beloved whiskey to meet demand. The company producing the whiskey faces the choice of taking off the age statement, lowering the proof or making no changes, but making no changes will cause scarcity which, of course, encourages hoarding and flipping at higher secondary market prices. So, as a consumer, would you rather see a brand:
1. Take away the age statement;
2. Lower the proof; or
3. Maintain the age and proof even though it will cause shortages and make the whiskey harder to get.
Respond in the comments.