We like to think we taste with our palates. In reality, we often taste with our eyes, our wallets, and our biases. When you look at a whisky bottle, your brain immediately starts making assumptions.
Does the high price tag taste better or does it set unreasonable expectations? Is a century-old distillery name more authentic than a new distillery? Is a label we don't like a barrier to purchasing? This is bias in action—a psychological shortcut that dictates our enjoyment before the liquid even touches our lips. What experiences have we missed out because of this? I regret not diving into Benromach earlier as I didn't connect with their previous branding, what a mistake!
This bias creates a huge disconnect. It forces us to judge a whisky by its marketing budget rather than its intrinsic qualities. We end up chasing prestige instead of flavour, letting corporate storytelling dictate what we "should" like. So how do we break free from the marketing illusion? How do we strip away the hype, the price tags, the age statements and the prestige to discover what we actually enjoy?
The answer is simple: remove the labels. By taking away the visual cues that trigger our biases, blind tasting forces an honest conversation between your palate and the spirit. It is the ultimate equaliser for your senses. These are normally fun sessions, particularly if you have a whisky snob or two in your circle!