If you have ever purchased an expensive bottle of whiskey, you know that the expensive stuff sometimes doesn’t live up to the hype. Of course, no one is going to mistake a ten-dollar bottle of generic liquor for a 30-year-old Speyside single malt, but in blind taste tests it is extremely rare for the most expensive items to actually get the highest marks. The reason for this is pretty basic: how a product is perceived is an intrinsic part of … Continue reading In The Bag