1/The Glenlivet 18 is $250 this week. Price its age, strength, name and style the way the rest of the whisky at Dan Murphy's is priced, and you land at $142. That's about 76% over the going rate for its features.
2/What makes up that $142? Age is the bulk of it at 59%, then being a single malt at 12%, the name on the label 9%, and sherry and dried fruit 8%. Age does most of the work.
3/What does a Glenlivet 18 drinker value? Age again, at 73%, and being a single malt at 21%. Same features the going rate is built from, weighted harder toward age: the dried flowers and concentrated autumn fruit that come with the years.
4/More money isn't always more of what you want. Glen Moray 21 is $343 and gives a Glenlivet 18 drinker about 84% of what the Glenlivet 18 does: $13.41 a pour at home over roughly 26 standard drinks. For an age-and-single-malt drinker, both say yes.
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