Define rarity. Seems simple enough. But when we’re talking about whisky—especially single malt scotch—it’s a particularly pesky task. Everybody want’s something special. Something that’s hard to find; something that you have that others simply cannot get. Marketers are keen to capitalize on that innate desire, of course, and so we’re constantly bombarded with small batches and limited releases. Even if the capacity exists to release a lot more of it than what we see on shelves.
In fact, a lot of times we don’t even want something until we think it’s scarce. Observe the hoopla surrounding many a mothballed distillery. Old stock from shuttered facilities can
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