From the Editor
The Proof Is In The Pudding
The English expression “The proof is in the pudding” means that the true value or nature of something, can only be experienced by directly interacting with it (by eating it, wearing it or living with it, depending on the item in question). The phrase is an abbreviation of its predecessor, which better conveyed the meaning: “The proof of the pudding is in the eating.”
Luis Ayala
If you’ve visited liquor stores or if you’ve paid attention to advertisements from distilleries around the world, “Cask Proof/Cask Strength” is a growing trend that has helped generate a lot of revenue for spirits brands, suggesting that the proof is in the barrel. But what is it about a cask strength spirit that makes it appealing? To answer this question, we need to look at how aged spirits can be consumed: a) neat (sipped out of a snifter or similar glass), b) on the rocks (with ice) or c) in cocktails.
Before we explore these drinking options in more detail, let’s look at the world of barrel aging: spirits are placed in barrels to mature, that is to extract flavors from the wood and to let those flavors mellow over time. During this time, the spirit’s proof changes, along with its pH (acidity increases, resulting in lower pH) and chemical composition (aldehydes, carboxylic acids and esters are formed). Filling the barrels with high proof spirit requires fewer barrels and less warehouse space (more cost-effective) than filling them with lower proof spirit. Bringing the proof down after aging, before bottling, helps producers to ‘stretch’ their aged inventory to fill more bottles. Reducing the proof by adding water, however, also decreases the intensity of the flavors, raises the pH and forces esters to dissociate, resulting in a less intense flavor experience for consumers.
As you can deduct, consuming barrel proof spirits neat is the best way to experience their full flavor. Drinking them on ice or in cocktails can still be enjoyable, but the effect from water and from the other ingredients (in the case of cocktails) negates much of the purpose behind having barrel-proof expressions.
Just like with pudding, however, the proof of the success of cask strength spirits is in their consumption, and there is ample proof that large segments of consumers love this pudding!
Cheers!
Luis Ayala,
Editor and Publisher