Chivas Brothers have recently launched a new global educational campaign entitled ‘Great Things Take Time’.
To declare such a grand concept – Chivas treated us to a delicious lunch, courtesy of Mark Hix, at Brown’s Hotel to explain why age is important – undoubtedly because they have a lot of old whisky that needs selling, and selling is what we do. I am always happy to listen so I settled down to be wooed by these giants of blending.
According to their research only 10% of whisky consumers understand what the age statement on a bottle of whisky means, and 94% of people believe an age statement is an indicator of quality. This is understandable; it’s not immediately apparent, or indeed, at all apparent on the bottle that the age statement refers to the youngest whisky inside. Plus, it’s easy to see why older whisky should be better; older whisky is more expensive, if it’s more expensive surely it should be of a higher quality – that’s a fair assumption to make. However, this got me thinking as we tasted our way through the Chivas range with Master Blender Colin Scott: does age matter?
We were then ferried to the grotto of antiquities that is the Victoria & Albert Museum to watch a debate addressing the question whether age matters or not take place. The debate took place between historian Bettany Hughes and Peter Aspden from the Financial Times, however their inclination to agree with one another lended a bias to the argument that age does matter (remember old whisky is at stake here). Despite this what they had to say was interesting.