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  • Whisky Magazine

    THE IMPORTANCE OF BEING OLD

    Jun 03, 2022 2 minutes
    MYTHBUSTERS CHRIS MIDDLETON

    he word ‘new’ is often said to be the most used and abused term in sales and marketing. For whisky, though, it’s ‘old’ that gets rolled out the most. ‘Old’ entered the whisky lexicon at the beginning of the 19th century, gaining popularity over the next 150 years. The appeal of ‘old’ was twofold. One usage described the sale of aged whisky, not raw or

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