Posted 21 April 2023
The old adage suggests that there’s no accounting for taste. But the psychology of why people actually like things is unquestionably complex. Taste is just a method for filtering the world. Of attempting to apply order to chaos. Perhaps the original thing that humans applied the notion of personal discernment to was food – once sustenance moved from being purely a mechanism for survival, choice suddenly came into play. Apparently we now face upwards of over 200 food decision each and every day. Blimey. Whisky is in essence no different to any other taste decision – it’s a combination of exposure (I.E. awareness), culture and individual personality. And like all other choices, none of these are inherently static or fixed.