04/08/2026
Unpopular Opinion -Whisky is Boring Now-
Its often the case with most things in life that when we have too much of a good thing it gets monotonous, almost boring.
Thats not to say that some of the whisky being released now isn't amazing (Hellyers Road and Kanosuke come to mind) its just that the entire market feels over saturated.
As consumers we are bombarded with new bottlings, re imagined brands and advertising that misses the mark completely.
Young people are drinking less and it shows with the unimaginative direction the whisky industry is in. The big players have more whisky than they know what to do with, prices are still at 2021 levels and most whisky tastibgs are run by marketing agencies that seem to have never tasted a dram in their life.
It's not all doom and gloom. The distilleries that trust the liquid in their bottles are still doing well. Brands like Corowa Distilling Co and Willett have stuck fat and continue to sell and garner the respect of their peers.
The whisky connoisseurs will disagree and say that they are still as engaged as ever and maybe they're right and I am a little jaded.
I think there is a reason why Mezcal, Tequila and Rum are all coming back into fashion. Whisky being boring is one of them.
Only time will tell, I'll continue to drink, purchase and support the industry for as long as my liver lets me.
Thats the good thing about opinions, everybody is entitled to one.
⬇️Let me know in the comments if you agree or disagree....⬇️
