1/What are you paying for in a bottle of Old Virginia 6? Price its age, strength and style the way the rest of Dan Murphy's whisky is priced, and the going rate comes to $63. This week it's $52 for members, about 18% under that rate for its features.
2/So what makes up that $63? Age is the biggest share at 52%. Strength comes next at 25%. After that, sherry and dried fruit at 13%, and wine-cask fruit at 10%. Age and strength between them carry most of the rate.
3/What the going rate can't see: rye, herbal spice, corn, and charcoal. Charcoal is where Old Virginia 6 is strongest. None of those four carries a price in the going rate. The flavour it has most of goes unpriced.
4/More isn't always better. Nothing here that costs more stands in for what this does: caramel, vanilla, gentle oak, a vanilla finish. At $2.35 a standard drink it runs under a pint at the pub, which is $6.28 a standard drink. Yes for the age, yes for the glass.
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