Tasting

For creative distillers, cocktail programs can help move bottles and open paths to new product categories.

Whiskey isn’t for everyone, but it would be a shame to turn off anyone who has the potential to love and appreciate it. Here are some tips on how to help others approach whiskey with a mindset that gives them the best chance to enjoy it in their own way.

Ready to start some sensory analysis on your products? Know your target, and know your weaknesses. In the first of a series, here’s an introduction to three main types of testing, as well as some biases that can occur when anyone tastes a spirit.