1/What are you paying for in a bottle of Chivas Regal 12? Price its age, name, strength and style the way Dan Murphy's prices the rest of the whisky, and you land near $94. This week it's $60: about 36% under the going rate for its features.
2/That $94 breaks down by feature. Age is the big one at 60%. The name on the label is 17%. Strength adds 12%, and sherry and dried fruit the last 10%. Four features, and age alone carries more than half.
3/None of those four features carries a price for orchard fruit and malt, and that is what Chivas Regal 12 is strongest in. Its malty, cake-mix note is the part of the glass the going rate never counts.
4/Label 5 Premium Reserve 12 is $68 this week and gives a Chivas Regal 12 drinker about 99% of what the Chivas does. More is not always better. At $60 and $2.71 a standard drink, the Chivas is a yes; the Label 5 stands up too for anyone who wants it.
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