30x Price Difference in Bourbon Whiskey, Blind Test Results Were Unexpected

As the adult drinking rate in the United States recorded 54%, the lowest since the first survey in 1939, American bourbon whiskey manufacturers are trending toward adjusting production volumes and increasing overseas exports. Bourbon whiskey, which was once enjoyed by a small group of enthusiasts, has now spread to global markets including South Korea, with a large influx of rare or ultra-high-priced products. Accordingly, the YouTube channel 'Introduction to Alcoholic Beverages - Interesting Stories Behind Drinks' conducted a blind test on five types of bourbon whiskey with large price differences to examine the correlation between price and taste.

Bourbon with a 30x Price Difference, Aromas and Tastes Encountered via Blind Test

The five types of bourbon used in the test were conducted while maintaining an alcohol content difference within 5 degrees (between 43% and 47%). During the tasting process, the participants shared various opinions regarding the unique aromas and tastes of each whiskey. In the first whiskey tasted, an acetone aroma was present along with fruity scents like green apple and a spicy feel. In the following whiskey, a vanilla aroma was felt along with a savory feeling like pie, and in another whiskey, a sweet aroma reminiscent of cherries and Disaronno was detected. Some products also exhibited sweet and refreshing scents reminiscent of root beer.

Interesting results appeared regarding the consistency between aroma and taste. In the case of a specific product, a strong earthy smell and raw peanut scent were felt, and the flavor of raw peanuts continued in the actual taste. On the other hand, there were cases where a product received high scores for aroma but lost points in actual taste because the bitterness of alcohol or a strong alcoholic sensation like soju stood out. Additionally, while some products gave a fresh feeling of a flowerpot or wood, they also showed characteristics of a long-lasting spicy wood taste and alcoholic aftertaste due to the influence of new oak barrels, despite not having a high alcohol content.

Price Distribution from 20,000 won Evan Williams to 600,000 won Michter's 10 Year

The price range of the products used in the test was very widely distributed. The cheapest product was 'Evan Williams' in the mid-20,000 won range, 'Russell's Reserve 10 Year Old' was around 69,000 won, and 'Willett Pot Still Reserve' formed a price range of around 160,000 won. As high-priced products, 'W.L. Weller 12 Year' was 297,000 won, and the most expensive, 'Michter's 10 Year', reached 629,000 won. The alcohol contents of the products consisted of 43%, 45%, 47%, and 47.x%, so the characteristics of the products themselves stood out more than the differences according to alcohol content.

Correlation Between Price and Taste, the Conclusion is "It Doesn't Matter"

As a result of the blind test, the participants' rankings were surprisingly consistent. 'Evan Williams', which was the cheapest, was selected as 1st place, and 'Michter's 10 Year', which was the most expensive, was recorded as 5th place, the bottom tier. The order of price and the ranking of taste appeared to be the exact opposite. The participants concluded, "It seems that price and taste are not that closely correlated." However, it was mentioned that since bourbon whiskeys have different strengths and weaknesses to the point where it is difficult to determine superiority, the appropriate price range for which one can pay may differ depending on individual preference. The participants suggested that it is important to find cost-effectiveness and value that fits one's personal palate, saying, "It just needs to be something I really like, as long as it is not too expensive."