Why Cask Strength Whiskeys?
George Manska
(CSO) Corporate Strategy Officer, inventor and entrepreneur, (CRD) Chief Research and Development Arsilica, Inc.
Over the last decade, a strong increase in cask* strength whiskey sales has been identified through the growth of new releases and overwhelming interest from whiskey enthusiasts.? Cask strengths are bottled straight from the barrel without dilution to the 40% ABV (alcohol by volume) standard and offer more robust flavors compared to standard expressions, as well as ethanol levels of 50%-70% ABV or higher. ?Enthusiasts seek the undiluted experience of cask strengths, which showcase the full spectrum of flavors developed during aging. ?Additionally, whiskey tourism and a proliferation of whiskey clubs and societies have boosted cask strength popularity.
Braeburn’s BC20 Whiskey Cask Index reported growth of 14.95% in 2022.? The premium global whiskey market segment includes cask strengths and was estimated to be over $67.6 billion in 2023 with an anticipated annual growth rate of over 6.8% from 2024-2032 according to Global Market Insights, Inc.? Who wins in this quickly evolving marketplace?
Distiller Wins
Presumed Customer Wins
As sensory science researchers, we know that less water means more flavors/aromas; many research papers validate this point.?In a crude, generalized explanation, hydrogen bonding of water molecules hinders flavor release, and cask strength whiskeys have more intense flavors and aromas solely due to the reduced water content.? However, many do not understand the aroma benefits of cask strength and purchase them for different reasons.? Some dilute with water as previously noted; some are impressed by top-shelf-name-brand special editions, and many treasure ownership of scarce, limited quantities.?
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The search for ethanol:?Tulip glass headspace contains 65-80% ethanol, 10-20% air and water, and 3-5% character aromas from a 40% ABV whiskey, and the higher end of the ethanol range applies to cask strengths.? Drinking from tiny rim tulip glasses for decades has preconditioned drinkers’ ethanol expectations, misdirecting them to a primary, perhaps subconscious search for ethanol presence, usually justified by the detected degree of pungency.? This mass ethanol pursuit is also confirmed in other ways; some immediately seek the ABV statement when shopping, or nod and smile knowingly at the first ortho-nasal whiff of ethanol pungency prior to tasting.?
Sadly, a minute or two into a tasting most drinkers can’t remember which specific aromas were present, as the prized, sought-after ethanol is an anesthetic, precluding aroma detection with each sniff.? Numbing the olfactory with ortho-nasal whiffs of anesthetic ethanol severely diminishes the major olfactory component of flavor, leaving only a lingering but quickly fading memory of the first two or three sniffs. Serious whiskey drinkers place the importance of aroma and character above ethanol.? As a reminder, flavor is 90% aroma, 5% mouthfeel, and 5% taste.
What’s the best way to appreciate cask strengths?? A simple diagnostic glass rewards the serious cask-strength whiskey drinker. Dump those nose-numbing ethanol-concentrator tulips for a tumbler or the best, a NEAT glass.? NEAT works well when drinking 40% ABV whiskey and performs wonders with cask strengths.?Ethanol concentration in the center of the rim plane is 0%, and at the rim is only 11%, and there’s room for your nose in the glass.? We love ethanol, but it’s no excuse to numb the nose, overriding and obliterating the enhanced flavors and aromatic benefits of cask strengths.? Ethanol pungency is an irritant and is not to be confused with flavor.?Most whiskey drinkers confuse pungency with character aroma.
Change your glass to elevate your sensory experience level to enjoy the?real?customer win from cask strengths; ?intense flavor, aromas, and unique character.? Science eventually renders non-functional tradition obsolete, revenues from NEAT sales fund further research.
*Cask and barrel are used interchangeably for simplification.? Technically, all barrels are casks, but not all casks are barrels.?A barrel specifically refers to a cask size of 50-53 gallons
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Bio:??George F Manska, CR&D, Arsilica, Inc.
Qualifications: ?Published sensory science researcher, and entrepreneur. BSME, NEAT glass co-inventor
Mission:?Replace myth and misinformation with scientific truth through consumer education.??
More Information:?www.theneatglass.com/shop??