Why Age of the Whisky Matters - Case Study Example

Why Age of the Whisky Matters? Why Age of the Whisky Matters? Introduction Fundamental characteristics of whisky include the age, among others, as it relates to the quality of this drink. However, there is a break-even point to this as after a certain period the quality of this product may not remain the same. In this direction, the campaign launched by different whisky manufacturers has helped in the awareness of drinkers to understand how the age is related to the quality of this spirit. Scotland has age-old connections with the whisky manufacture, as the oak wood available in the region is good for making the casks that store whisky for years. The porous property of this wood allows for natural evaporation of the spirit, which results in the finest blend that has good aroma and taste, after many years of such storage. The process is called maturation of whisky, which is responsible for imparting finest flavor to this spirit. Hence, age of whisky really matters. Chivas Brothers Campaign An aggressive product promotion campaign was launched by Chivas, which emphasized on the importance of stating the age of whisky on the bottles. The campaign refers to the opinion survey conducted by the company to understand the consumer behavior of various users. The survey indicated that almost 94% of the users would like to have an age statement on the whisky bottles, while 93% of the users believe that whisky quality gets better with time. However, there is confusion surrounding the age statement. Around 48% users believe that age statement means the average age of whisky, while around 35% users believe that it refers to the oldest whisky that is present in the bottle. The clarifications provided by the Scotch Whisky Regulations of 2009 regarding the age statement indicate that it is the age of youngest whisky present in the bottle. Chivas is integrating the age statement with their different brands like Chivas Regal and Royal Salute. The intention of the company is to bring awareness in the users for appreciating the premium value of the product purchased by them. In addition, the company has emphasized the point that the whisky flavor improves with the maturation of this product. As the Scotch whisky comes from Scotland, the maturation process takes place in the country using the local oak wood casks. The wood management of these casks during the maturation process produces the desired effect in the whisky flavor. In addition, the flavor and taste gets better with age of the product. Accordingly, the age statement is one o the vital facts that whisky bottles should carry. (What Does..) Maturation process The quality of whisky depends on various factors that include the type of water used at the distillery, climatic conditions of the concerned warehouse and the shape as well as size of pot stills. The maturation of whisky results from the oak casks used for this purpose. The wood maturation brings out the fine quality of the spirit that lies inside these casks. However, manufacturers have found that it takes at least 3 years for whisky to mature in these wooden casks. Hence, the bottling process of fine whisky starts only after such maturation for three years is complete. The Scotch whisky Association maintains that any sprit that is less then three years old is not whisky. In addition, there is a legal requirement for using only oak casks towards malt maturation process for manufacture of whisky. While not all types of oak wood are suitable for this process, European oak and white American oak is useful for malt maturation. Oak contributes to this process, as it adds very specific elements to it during maturation. Oak wood can take any shape. The other spirit that finds use of oak, is the French cognac, which uses Limousin oak casks. However, good wood management is required at all levels during the process of malt maturation.(THE AGE MATTERS) Although whisky can also mature after the product is bottled, the oxidation process slows this maturation. While it is an established fact that maturation of whisky for several years is essential for developing its flavor and taste, different oak casks impart various properties to the spirit during this process. For example, bourbon casks are responsible to produce sweeter malts that are soft and have the vanilla tones as well. The age really matters for such spirits.(Maturation) Regulations require statement of age on whisky bottles It is essential that the age statement appears on every bottle and whisky stored in such bottles is not less than three years old, as it provides information about the age of youngest whisky present in the specific bottle. The age statement is particularly important because it serves the purpose of assuring the user with a guarantee of buying whisky of fine quality. The spirit develops its aroma, flavor and texture during the time it remains in the casks for maturation. The quality characteristics, added to whisky during its maturation for a longer time, include bold aroma, smooth finish, deep color and nuanced flavor. These quality marks distinguish the fine whisky form an ordinary whisky, as the spirit gets them over the years, during storage. In addition, the age statement appearing on the whisky bottle is a sign of assurance to the drinkers that manufacture has taken every care during its production. As the wooden casks are porous, the process of evaporation dries up a certain amount of whisky every year, leaving behind a small quantity after many years. However, this produces the finest quality whisky, which most of the manufacturers and drinkers find worth for waiting.(The age matters) However, there are certain manufacturers that sell whisky without any age statement. For example, Macallan introduced the color codes to replace this statement, in its 1824 series whisky bottles. Nevertheless, due to the impact of Chivas awareness campaign, users have started looking for age statement on every whisky bottle. Therefore, Macallan sells most of its whisky bottles with age statement, particularly in Asia and USA.(Gardyne) Distilleries follow market-oriented policies Although it is a fact that age of whisky matters, many distilleries and bottlers of Scotch whisky prefer to use the age statement on their product according to the demand prevailing in a particular market. A survey conducted by Malt Maniac reveals that young users who have started their drinking habit recently do not mind about the age of whisky that they may be buying. However, the older generation of drinkers certainly prefers to buy whisky, which has a statement on the bottle declaring that the product is around 20 years old. Accordingly, many new manufacturers in this trade would like to take the easy way out for selling their product without wasting much time for completion of its maturation process. However, the survey results were present in a chart that revealed the quality of whisky corresponding to the age of selected spirit. The study found that whisky quality increases up to age of 35 to 39 years, while it starts deteriorating, if stored beyond this period. Therefore, the conclusion of the Malt Maniac study hints at the fact that whisky age matters. At the same time, it is not advisable to store this product beyond a certain period. The pricing strategy adopted by whisky manufacturers shows that the older whisky bottles are sold at a many times higher price than the younger ones. The age factor gives an edge to such makers for using it as an excuse to sell the product at a higher price.(Serge) Age statement on the bottle Many users feel that age statement on the bottle is only an excuse for charging higher price. Therefore, they feel that the age statement on the individual bottle is not essential. This includes the opinion of younger as well as older whisky drinkers. In addition, the growing demand encourages new makers to manufacture Scotch whisky under different brands, without any age statement. However, the average consumer still prefers to buy a bottle that displays the age of whisky inside it.(Age Statements) Conclusion Malt maturation is an important process in the manufacture of whisky. The Scottish oak wood is famous for making casks that store this spirit for years. Age brings out the finest flavor, aroma and taste in the product, which is the result of such maturation. However, due to increasing demand, which may not match the current supply of this product, the new makers are entering into this trade with an intention to sell younger whisky on a lesser price. On the other hand, the older whisky fetches much higher price. The price equation as determined by the market forces, certainly reveals that age of whisky matters. The users, particularly the older ones know that maturation in the whisky results in its better taste and aroma. However, over-maturation may result in the overawing of this product, which can bring reverse results. Hence, aging of whisky to a certain limit is better than having a very young or very old whisky. Works-cited “Age Statements: How Important Are They”, whiskyadvocate.com, April 9, 2013, web, 6 Dec. 2014: Gardyne. Tom Bruce, “Will Consumers Embrace No-age Statement Scotch Whiskies”, The Spirits Business, 29 July, 2014, web, 6 Dec. 2014: “Maturation”, Maltmadness.com, nd, web, 6 Dec. 2014: Serge. S, “SO, Does Age Matter?”, maltmaniacs.net, July, 2010, web, 6 Dec. 2014: “the age matters”, Ballantines.com, nd, web, 6 Dec. 2014: “THE AGE MATTERS”, Pernod-ricard.com, 29 June, 2010, web, 6 Dec. 2014: “What does a whisky’s age really mean?”, Whisky Advocate, 28 June, 2010, web, 6 Dec. 2014: “Biography”, (nd) Nasser.org, viewed 05 Dec. 2014: Nasser, Abdel Gamal. (nd) “The Egyptian Revolution”, foreignaffairs.com, viewed 05 Dec. 2014: Young Roland, (nd) “The Philosophy of the Revolution”, Journal of Politics-vol 19, Cambridge.org, viewed 05 Dec. 2014: Read More