The holidays are the perfect season to give whisky as a gift to friends and family. A great way to thank a friend, a boss, or a co-worker can be as easy as buying the preferred brand they keep in stock or a daunting task if you want to show appreciation but do not know the recipient’s preferences.

Growing up in Venezuela made gifting whisky relatively easy because Blended Scotch Whisky was the main category and Single Malts had a limited selection. I dare to say that 80% of the social gatherings of the upper class and the social elite (1%) celebrated with Johnnie Walker, Old Parr, Chivas Regal, or Buchanan’s Scotch Blends.

When deciding what whisky to gift, choosing an older expression from the same brand would get you kudos and was a no-brainer. In the 1990s the narrow set of options made things simple for this task. However, today things have changed a bit. Customers do their homework and want to know more about the brands they purchase. The selection of whiskies has also increased worldwide, so what whisky do you give to your co-worker or friend? It depends. Do you know the recipient well enough?

Some things you could consider when gifting whisky

Ask yourself:

• Is the recipient devoted exclusively to one whisky category? (i.e., Bourbon).
• Is the recipient interested in learning or just enjoying occasionally with friends?
• Is the recipient a Whisky Geek?
• What is the recipient’s preferred type of flavor?
• Are there any flavors to avoid, such as peat or smoke?

Let’s run through some scenarios on personal preferences and highlight a few options.

Focus: One Whisky Category

This segment prefers to drink only one style of whisky. While some might not be whisky geeks, this segment lets you know, for example, that Bourbon is the only category they enjoy. So what do you purchase in a sea of options?

Assuming the knowledge level is beginner to intermediate, one could get a whisky from a distillery the recipient has not yet tried while keeping a few flavors the recipient enjoys. For example. Some expressions from Four Roses distillery, such as Small Batch Select, can fair well with a person who enjoys Elijah Craig Small Batch from Heaven Hill distillery. The reason is that both distilleries and styles pertain to a classic line of Kentucky Bourbons with core flavors of vanilla, caramel, oak, and similar texture. Nothing too crazy, just classic bourbon. Other popular categories are high-rye (20% rye or more) or wheated bourbons (20% wheat or more).

Focus: Learning about Whisky

This segment is known for being open-minded, so gifting is relatively easy. The most obvious option is to introduce the recipient to a new style of whisky. For example. Someone who enjoys Scotch and would like to explore Japanese whisky. Here are some easy style transitions:

• Irish to Scotch and vice versa due to the malted barley (cereal) note common to both categories. Fans of light and fragrant flavors will enjoy a Lowland Scotch style of whisky and an Irish triple distilled style.
• Scotch to Japanese and vice versa. Plenty of expressions in the market meet the requirements of both Scotch and Japanese palates After all, the origins of Japanese whisky can be traced back to Scotland. Click here to check a few popular Japanese expressions.
• Bourbon to Canadian and vice versa. Vanilla, caramel, cinnamon, and clove flavors are common in both categories. Either style should be an easy choice.
• Flavor profiles within the same country could offer some good alternatives. Sweet and floral (Speyside/Highlands) and peated, with smoke and salt (Islay, Orkney Islands, and Skye).

Focus: Uniqueness

Whisky geeks are obviously the hardest segment to please. These are highly knowledgeable individuals, some collectors. Their bars look like museums with many highly desirable unopened bottles. Here is important to understand a bit more the recipient’s preferred style (i.e., smoky? floral?, sweet? all of the above?

Do not stress with this segment because as long as the whisky delivers complexity, you should be in good shape.

Here are some tips:

• New releases of their favorite distilleries with 4 or 5-star reviews. Make sure to verify multiple websites to make sure the reviews are legit. Chances are your friend will not have it if the expression just came out.
• A whisky designed for cocktails (i.e., Old Fashioned) will not compete against your friend’s collection because these have been crafted with a different purpose and could be affordable. (i.e., Breckenridge 105, Blade and Bow, Monkey Shoulder Blended Malt Scotch)
• A Single Barrel expression. A single barrel is unique. No two barrels are the same, even if these come from the same distillery and warehouse, so pick a distillery that meets the core style of your friend and do not overthink it.

If you would like more specific recommendations by brand and distillery, please check out my blog and let me know how I can help you with your next purchase. Feel free to visit and comment on my Instagram account. Cheers!

Guillermo