A friend recently asked me for a recommendation for a decent quality Islay whisky. Hitting an online site to see what’s available locally, I came up with Laphroaig 10, Bowmore 12, and Ardbeg 10–all good candidates and priced within a few dollars of each other. Sending him the list, I braced for the inevitable question: “All things being equal, why wouldn’t I get the twelve year? It’s better than a ten year, right?”
While it’s true that the time a spirit spends aging has a huge impact on the resulting flavor, an attempt to reduce the complicated factors and interactions that go on inside a barrel to a single number is a hopeless oversimplification that confuses consumers. Spirit production and the resulting flavor is complicated and messy, and not readily quantifiable in every dimension. Sure, you can compare the alcohol by volume (ABV) content across two whiskies, but ten years of aging from Producer X may be vastly different than ten years of aging done by Producer Y. Unfortunately, this fixation on aging as reduced to digits leads some producers to play a numbers game, putting big numbers on their label to draw the eye of an unsuspecting consumer.