6th April, 2011
Posted by Navin Harish - 3 Comments
In a market driven by demand and supply one thing that seems to defy the economic principles is alcohol. Johnny Walker Black Label, Chivas Regal are both 12 years old. There are countless others who claim to be certain age. When I think about this, I am amazed by how companies are consistently able to predict so accurately that 12 years from now we will need this much of whisky. I mean if there was not enough supply, the price would have gone through the roof, the states with prohibition are a very good example and if the demand was more than supply, such whiskeys would lose their premium image. We have not experienced either.
Has it ever happened that you have gone to a bottle shop and asked for Chivas Regal and were told “Sorry sir, we are out of 12 years old whisky… will 11 years do” or “Sir I have 13 year old whisky which I can give you at the same rate as 12, would you be interested?”
You tell me how is it possible that every year we have exactly the same amount of “12 years old” whisky as there would be the demand for it. Baffling to say the least.