By late 2024, we noticed a surge in shockingly cheap whiskies from certain independent bottlers (let’s call them X). Curious, we did some quick maths: after VAT, retail margins, duty, packaging, and transport, only € 11.50 remained for whisky, overhead, and profit. How is this possible? X’s pricing strategy follows the "Race to the Bottom"—prioritizing market share over profit, potentially squeezing out competition. While market forces dictate pricing, like Woody, we believe this discussion is crucial. This bottle isn't just whisky; it’s a conversation starter. So, in 100 Proof style, no tastingnotes and, sorry, no samples at our retail Partners. You want cheap, we’ll do cheap!