When you buy a bottle of Scotch whisky, you take home 70 centilitres of coloured spirit. The ingredients: barley, yeast, and Scottish mountain water, with flavour and colour added by years maturing in oak casks. Any chemical analysis will miss the other component of your purchase: the magic of marketing. There’s nothing like Scotch for putting a premium on provenance, and locking out challengers. Its […]
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