Posted 24 August 2022
The ‘rule of three’ is an age-old writing technique that suggests that things that come in threes are inherently funnier, more satisfying and more effective than any other number. Veni, vici, vidi. The Three Wise Men. Of the people, by the people, for the people. Once you start to notice it – you’ll see threes absolutely everywhere. Beginnings, middles and ends. Past, present and future. Mind, body and soul. This prevalence isn’t anything mystical – it’s simply the smallest number that allows the human mind to recognise a pattern. And as such, it is also a perfect threshold for the packaging and marketing of products – whisky included.