IMHO, some great points have been made, but to say that 'yeast is all marketing' is pretty biased and shows that Diageo doesn't want you thinking about the fact that they have eliminated many different strains of yeast in their moves toward a more corporate and profitable monoculture Scotch industry. Ask yourself why is some sourdough bread better than others? Why do the best bakeries keep their sourdough-starter kicking for decades? The secret is in the yeast. Granted distilling spirits is a different beast than baking, but I'm hard pressed to believe that all yeast is the same. I applaud diversity in the marketplace and in my choices, and in general. As for being able to detect a difference in how my whisk(e)y tastes because of yeast variations, I can't say I'm there yet, but it gives me something to strive for (or fool myself with, depending on your perspective).