jm + barrels   1

Waterford Distillery on Whisky "Finishing"
Here’s an inexpensive illusion for a whisky brand to acquire more shelf presence. Purchase three barrels of whisky from a generic pool of ex-bourbon matured stocks. Re-rack a couple of these barrels into new barrels – a sherry cask, or maybe you’d like the name of a French chateau to add more gravitas to a label and pull another rabbit out of the hat? Give it a few weeks, then bottle each of them in turn. Instead of one bottle on the shelf, you have three. You’ll more easily catch the eye of the whisky consumer as they walk by, pondering the nature of what ‘finishing’ actually means.

These days, the shelves of retailers and at airports are rammed up with all sorts of fancy ‘finishes’ – which is to say a whisky that has been re-racked into another barrel and left to mature for a period of time; perhaps up to a couple of years, but usually just a few brief months.


Well said. I'm looking forward to their whisky...
whiskey  whisky  waterford-distillery  booze  finishing  distilling  barrels 
19 days ago by jm

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