Dan and Mark discuss packaging in the retail whiskey industry. Specifically, does it even matter to the experience and enjoyment of sipping on bourbon, rye, and single malt whiskeys? Cardboard and wooden boxes, tubes, stoppers, toppers, wax, plastic, ribbons, and beautifully crafted stories printed on cards and booklets. Do you buy one whiskey over another because of any of this extra fluff or are you solely focused on the liquid in the bottle? And speaking of the bottle, do you care about the form of the bottle itself? We do figure out that Dan likes wooden boxes and Mark prefers natural cork stoppers but what do you think?

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