[Whiskey Decision] The Mind of a Whiskey Hunter

The next ultimate reality show? The Florida Man Games? With competitions like 'Alligator Wrestling' and 'Florida Man Costume Dashes,' a true feast of Floridian oddities in St. Augustine, Florida. Yet, amidst the chaos, St. Augustine Distillery hasn’t been been named an official sponsor — a key lime pie missing its zesty lime. While the event is still a few months out, could they be distilling up something special?

In today's dispatch, we're diving headfirst into:

• Whisky & Psychology: We go into the mind of whiskey hunters

• Our Big News: Referrals now come with rewards!

• Worthy Reads: Sampling some of the best from around the web

• Cocktail: Mmmmmm. Apple Pie

✨The Psychology of Whiskey Hunting✨

Our brains are suckers for the exclusive. That's right, when it comes to whiskey, our neurons light up like a Christmas tree at the mere sight of a limited edition.¹ .

This isn't just a hunch; it's part of the consumer sales playbook. Oreo, that iconic American Cookie is hustling hard for every extra dollar, especially with those short but sweet limited runs. Their seasonal flavors, give Oreo's market share a nifty 2-3% bump during their fleeting 6-8 week appearances. These limited-time treats, hyped up on social media and luring in the younger crowds, are a masterclass in the art of exclusivity.

From snacks to spirits, limited edition products are outpacing their regular counterparts by 39% in sales velocity. Take a look at the Scotch Whisky world, where special releases are fetching a 15-25% price premium, proving that rarity has its own allure. This all begs the question: are we genuinely smitten, or are we just suckers for the chase, hooked on the thrill of snagging something elusive?

And in the world of distillers have doubled down on this, releasing spirits in batches at ever increasing cadence - we don't know how Jacob from Coming Whiskey is keeping up.

But here's the rub: that giddy high from scoring the scarce is about as lasting as your commitment to New Year's resolutions. Princeton research confirms that the dopamine joyride doesn't hang around for the afterparty² . As thrill of victory dims, suddenly, the hunt is on for the next conquest.

The irony is as rich as a well-aged bourbon: we're programmed to desire what's just beyond our grasp, yet we often overlook the gems hiding in plain sight. It's the trusty bottles, the ones that don't play hard to get, that establish loyalty. The brand names become so over time and predictable repetition. And our enjoyment is directly tied to that recognition of brand and bottle.

Skeptical? Brain scans reveal that both Coke and Pepsi activate the brain's taste centers. Yet, when the iconic Coke branding is recognized, it not only influences taste preferences—increasing Coke's favor by 15% in a study of 67 people—but also stimulates the brain's emotional and memory centers, much like the sight of a familiar vintage whiskey evokes nostalgia. This highlights branding's power to sway consumer choices, even when products are nearly indistinguishable.

🎁 Share the Decision (About Whiskey of Course)

A few folks have reached out asking if we do rewards for referrals. And at the time we didn’t have an answer other than - “We’ll look into that.” But today we officially announce our referral program:

 📰 Worthy Whiskey News (a.k.a. our favorite reads)

• A Bourbon worth trading your newborn for? Jonah Flicker certainly thinks so…

• Would you drink 170-Year-Old Shipwrecked Whiskey from the bottom of Lake Michigan?

• 50% tariffs loom over US Whiskey exports without renewed agreement in place - OUCH!

📈 Top 5 Pour Decisions: The Priciest of Whiskeys 📈

Biggest five-year price surges among our featured whiskeys for 2023

1. Shenk’s Homestead Kentucky Sour Mash Bourbon +486%

2. Springbank 21 y/o Single Malt Scotch Whisky +397%

3. Stagg Jr Barrel Proof Bourbon +306%

4. Elijah Craig 23 y/o Bourbon +300%

5. Hancock’s President’s Reserve Single Barrel Bourbon +293%

📸 Small Batch of Previous Spotlights

Some of our favorite posts this month on Instagram

• Diving into the Hakushu Trio. Japanese Peat at its best

• Blue Note’s Perfect Harmony

• Small Batch Bourbon trailblazer from 1998: Booker’s

🥧 Apple of My Pie from Chattanooga Whiskey 🍎
Counting down the days until we gorge ourselves on pie?

Pssssstttt, this is a bit more involved cocktail that requires a bit of setup. But have no fear, we know you can do this. And the results, are well worth the toil.

Ingredients:

• 2 ounces apple-infused Chattanooga Whiskey 91 *

• 1/2 ounce ginger-cinnamon syrup **

• 1 dash black-walnut bitters

• Dehydrated apple slice for garnish

Instructions

Add all ingredients to a mixing glass, add ice and stir. Strain into glass with ice, garnish with a dehydrated apple slice and enjoy.

* Apple-infused Chattanooga Whiskey 91
- 2 apples (any kind, of your choice)
- 4 cups Chattanooga Whiskey 91

Prep:
Dice and deseed the apples and add to a container with the whiskey. Refrigerate for 6-8 days to infuse.

** Ginger-cinnamon syrup
- 2 cups white sugar
- 2 cups water
- 2 teaspoons cinnamon
- 2 inches fresh ginger root, peeled and chopped

Prep:
Combine water and sugar in a saucepan and heat over medium, stirring occasionally until sugar is dissolved. Reduce heat to low and add the ginger root and cinnamon. Let infuse over low heat for 30 minutes. Strain through a cheesecloth.

Remember to enjoy responsibly!

What a ride it's been this week, huh? Thanks for joining us on this journey through the world of good spirits at great prices.

Got friends who love a well-priced bottle as much as we do? Share this newsletter with them and let's make our merry band of spirited enthusiasts a little bit bigger.

Thanks again for being here. Let's raise a glass to the week ahead.

References:
1. Lisman & Grace, 2005
2. McClure et al, 2004