An Instructive Story

[Gillman]

At the recent Sampler Gazebo, I saw a Maker's Mark that, in my reverie induced by some singular table offerings, struck me as possibly a rare older bottle of Maker's. I asked people around me what it was and someone, Mike I think or Art, said it was an 86 Makers. Great I thought, a rare chance to taste Makers when it was "supposedly" better than the current one. I took a swig and thought wow, that's a full rich taste with some of that older whiskey they must have used then. I started to emit a pronunciamento how the stuff from decades back is so often higher grade and such a pity it isn't like that now and bla bla. Then Mike said, "Gary, it's 86 proof, the 43% one that came and went". "[Gulp] Oh, I see, thanks guys".

The power of suggestion...

Gary

Edited April 29, 2013 by Gillman

[MauiSon]

I can just imagine how great it would have tasted when poured from a Pappy20 bottle . . . :bowdown:

[Alden]

The power of suggestion indeed.

Thanks for the story. It is illuminating.

[dohidied]

Suggestion...or did it actually taste better at 86 proof? The world may never know.

[Gillman]

Well, that's a good question, but anyway it was pretty good!

Gary

[CoMobourbon]

There is a relatively famous psych experiment that pretty much systematically proves what you are saying. (I wish I could remember the name / reference.) In short, experimenters had professional wine tasters taste value red wine and told them it was value red wine, then had them taste THE SAME WINE after telling them that was more expensive / higher status. They overwhelmingly described THE SAME WINE as much worse in first tasting.

Edited April 30, 2013 by CoMobourbon

[Yeti]

Coke and Pepsi. Pepsi destroys Coke in blind tests, and has for decades. Coke has an untouchable market lead. Go figure.

FWIW I don't drink soda anymore, but I always preferred Coke.

[CoMobourbon]

Coke and Pepsi. Pepsi destroys Coke in blind tests, and has for decades. Coke has an untouchable market lead. Go figure.

FWIW I don't drink soda anymore, but I always preferred Coke.

Not to be that contrary guy, but I have actually heard that further blind testing complicates this result. To summarize what I have heard: Basically, Pepsi is sweeter, so people who have only one mouthful blind almost always like it better. But when people blind drink an entire can's worth, preferences tend to swing back in Coke's direction.

But yeah, the big point is obviously taken.

[Yeti]

But when people blind drink an entire can's worth, preferences tend to swing back in Coke's direction.

That makes a lot of sense. I had not read the opposing research.

[Alphanumeric]

Not to be that contrary guy, but I have actually heard that further blind testing complicates this result. To summarize what I have heard: Basically, Pepsi is sweeter, so people who have only one mouthful blind almost always like it better. But when people blind drink an entire can's worth, preferences tend to swing back in Coke's direction.

But yeah, the big point is obviously taken.

Thats fascinating. We performed this experiment in my (grade-school) class and I was on team Pepsi. I'm curious if it was a combination of my immature palate with a sweeter beverage. Luckily, the issue is moot for me now since I no longer bother with soda.

Really, I tend to find lone random tastings of whiskey inconclusive. My naive palate can't very well identify characteristics, especially when influenced by unblind knowledge. I need to have a dedicated, solitary tasting session, preferably a comparative of many, in order to create an objective idea of the whiskey.

[Danger]

There is a relatively famous psych experiment that pretty much systematically proves what you are saying.

[Gillman]

Well, very true, Danger, and ditto for a stylish packaging format. Still, there is an inherent quality, or lack thereof. There is. Only blind tasting can really separate the wheat from the chaff perhaps.

Gary

[squire]

Or the wheat from the rye.

[Danger]

Well, very true, Danger, and ditto for a stylish packaging format. Still, there is an inherent quality, or lack thereof. There is. Only blind tasting can really separate the wheat from the chaff perhaps.

You can't put lipstick on a pig, but being in the right state of mind can really enhance your enjoyment. I mean, why even bother with the blind tests if they make the whiskey seem to taste worse? When it comes to art/whiskey is there really an objective good and bad product anyway? hmmmm I like your story.

Or the wheat from the rye.

ha

[Gillman]

There is an inherent quality for sure. Weller 12 which I had tonight was light and spiky, not as good (IMO) as say, EB 12 or EC 12, I am sure the latter would smoke it in a blind tasting. Some whiskeys in fancy bottles strike many as par for the course, e.g. Willett's pot still (the one in the blown glass-looking bottle). However with whiskeys which overall present close similarities, it is different. In the case of my story too, I was overtaken by the power of suggestion but I can't always be fooled. A number of old bottles at recent Gazebo were clearly oxidized and it was painful hearing some people praise them. Perhaps they were liable to the same thing I was with "Maker's 86", but in other words, you can't fool all the people all the time.

Gary

[squire]

Blind tasting is the best way for me to pick out what I like or dislike about about a whisky.

[Danger]

Blind tasting is the best way for me to pick out what I like or dislike about about a whisky.

Probably true, but maybe not the best way to enjoy a whiskey.

[squire]

Oh, I enjoy them all Danger, just some more than others.

[Danger]

haha, I love your pithy quips.

[KyFriedChicken]

Probably true, but maybe not the best way to enjoy a whiskey.

I just taste it till I go blind. :Clever:

[weller_tex]

I just taste it till I go blind. :Clever:

I am pretty sure a significant majority of the Beam haters would like Booker's, Baker's, Knob Creek Single Barrel, and possibly JBB if given a blind tasting. VERY instructive story.

[T Comp]

I am pretty sure a significant majority of the Beam haters would like Booker's, Baker's, Knob Creek Single Barrel, and possibly JBB if given a blind tasting. VERY instructive story.

A bit ironic considering the OP. Those are ones I'm quite confident he'd pick out quadruple blind and still revile. Not one of the above made it to the gazebo table either. I myself do enjoy an occasional KC or Bakers and especially when combined with bitters and Vermouth.

[squire]

One of the positive aspects of blind tasting is we may in fact broaden our tastes in Bourbon.

[GaryT]

One of the positive aspects of blind tasting is we may in fact broaden our tastes in Bourbon.

[squire]

Gary, blind tasting was the principle reason I stopped buying expensive whiskys.