The responsible consumption of good booze ought to be an experience for the senses.
As distillers, we put a lot of effort into making sure the aromas and flavors line up in perfect balance. Smell and taste play huge roles in our enjoyment of these beverages—and our sense of touch also gets its say when we try to dissect a spirit’s mouthfeel and texture. Those three senses get most of the attention when we talk about a spirit’s quality.
Yet before a consumer even opens the bottle, the sense they use first to assess a product is sight. How a spirit looks can go a long way toward determining whether that consumer will shell out some cash at the till. Most cost-conscious imbibers rarely accept visual flaws in the form of various types of haze or particulates, so it’s important for us to know where they come from and what to do to prevent them.