“Artisanal” booze
That small-batch of artisanal liquor for which you pay a premium might not actually be produced in-house. That’s because startup distilleries need years to age their alcohol properly; until it’s ready to sell, they source their booze from elsewhere. In other words, when you think you’re buying a feisty, independent spirit cooked up by a feisty, independent distiller, you might actually be getting mass-produced hooch from Indiana.
Here’s a tip: Find out how long the company has been in business and compare that with the age of the alcohol. A distillery that popped its first cork two years ago can’t possibly be selling its own five-year-old spirits. Besides, you don’t have to go with a small-batch company to get a drinkable product. Talk to a knowledgeable liquor-store salesman, or a whiskey sommelier (yep, that’s a job) if you can find one.