Phenomenology and whisky. What, you may wonder, is the connection?
Phenomenology is a way of thinking about ourselves and the very personal, subjective nature of experience. It’s a school of thought in psychology that focuses on phenomena, or, the experiences that we get from our senses--what we see, taste, smell, etc.
Somehow the Compass Box chaps saw a link between phenomenology and whisky.
Compass Box had long been working on a blend of single malts that combines seemingly dissonant flavour profiles, but together creates something compelling. We landed on a recipe that elicited a surprising range of reactions and descriptions, each person taking away something different from the whisky. Rather than try to settle on whose perceptions were ‘right’ or ‘wrong’, the team were inspired by the phenomenological school of thought to consider how different people experience the same phenomenon.
Inspired by phenomenological thinking, Compass Box have not provide the typical recipe information including component whiskies or any description of the aromas and flavours of the whisky on the packaging.
Instead, in celebration of the subjectivity of whisky tasting they are inviting consumers to first experience the whisky for themselves without preconception.