Products change over time. Those subtle, gradual changes that occur in a product’s sensory attributes are known as flavor drift.
Flavor drift often occurs after a producer makes slight, undistinguishable changes to a product. This new product eventually undergoes another slight change, creating a third version of the product that seems undistinguishable from the second product but is distinguishable from the original. While a number of slight changes can go unnoticed, they can eventually lead to multiple products that appear to be the same but taste drastically different from one another.
A good illustration of this in the spirits industry is the difference in flavors between bottles of bourbon produced in the early 1900s and those produced today. Although the processes and products are ostensibly the same, the differences in aroma and taste are undeniable.
Almost all food and beverage products experience some form of flavor drift during their lifetimes, and the phenomenon can be a major concern for producers. That’s because flavor drift has serious effects on consumer trust and confidence, causing previously popular products to lose sales. In some extreme cases, producers may need to declare recalls because their products are no longer recognizable.
This is why it’s important for distillers and producers of all sizes to understand what flavor drift is and how to prevent it.