“We buy whisky by color.” No matter how hard we try to block out this stimulus, it doesn’t work. Because even if you consciously decide not to go by color, your brain has already made this decision for you long before. Dark whiskies therefore sell better. Simply because you associate this intense color with more aromas, a more intense taste and ultimately a higher quality. You can reduce this with a lot of training, but you can’t get rid of it completely. This is one of the reasons why coloring is added to some whiskies. In this interview, I therefore talk to Prof. Dr. Buether about why coloring is actually used in whisky production, the best wall color for a tasting room and which whisky packaging manufacturers can use to encourage us to buy.
To the podcast“How the color of whisky affects you” on Spotify
