1/What are you paying for in a bottle of Laphroaig 10? Price its name, age, style and strength the way the rest of the whisky at Dan Murphy's is priced, and you land near $121. This week it's $97 for members, about 20% under that going rate.
2/Where does $121 come from? The name on the label is the biggest part at 42%, then age at 35%. Being a single malt adds 14%, and strength 9%. Those four features are what the going rate can see and price.
3/What the going rate can't see is Laphroaig 10's loudest note: brine-soaked peat and iodine, charcoal and sea air, right through to a finish of barbecue and asphalt. None of the four priced features puts a figure on any of it.
4/More isn't always better. Oban 14 is $135 for members and offers a Laphroaig 10 drinker about 89% of it — floral, honeyed, a touch of smoke. If you want all peat and sea air, Laphroaig 10 at $97 is this week's pour; if you'd rather something softer, Oban 14 is right there.
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