Age Matters

If you are a block of cheese, a bottle of wine or whiskey, and a violin, age matters. Last summer, the world’s leading producer of luxury Scotch whiskey, Chivas Brothers, launched “The Age Matters” campaign, prompted by a research finding.

It’d found that consumers globally were woefully ignorant about the what the “age statement” of a Scotch whiskey signified. Most drinkers believed it referred to the quality. It doesn't. 

 First off, Scotch whiskey is whiskey made in Scotland. 

Regulations require anything bearing the label “Scotch” to be distilled in Scotland, and matured for a minimum of three years in oak casks, among other, more specific criteria. 

An age statement on the bottle, in the form of a number, must reflect the age of the youngest Scotch whiskey used to produce that product.

(Via PopSop)