It’s 20 years since US psychologist Barry Schwartz wrote The Paradox of Choice – Why More is Less, a book which addresses a particular anxiety prevalent in modern society.
Schwartz argues that having more choice, rather than opening up opportunities, instead leaves us with a sense of powerlessness. It’s a sentiment that will be familiar to anyone who’s scrolled through Netflix menus or Spotify playlists… What should I choose? How do I choose? And what if I miss out on something great?
Whisky lovers know that feeling, too. There are more whiskies, from more places, with more flavours and styles, than ever before – and never is that phenomenon more evident than at Christmas, when we are bombarded with a multitude of tempting bottles.
The good news? Whether you’re hunting down present options for loved ones, self-gifting with a special treat, or just looking for a tasty dram to offer Santa on Christmas Eve, the perfect whisky does exist.
Not objectively perfect – that’s probably impossible, not to mention dull – but ideal instead for a particular occasion, or person. The perfect whisky is really a perfect whisky moment: a coming together of people, place, time and liquid to give joy. And what better time for that than Christmas?
The Bruichladdich distillery on the island of Islay. Credit: Iain Masterton / Alamy Stock Photo
The perfect whisky for novices
Everyone’s beginning in whisky is
