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‘Phenomenology’ - Noun. An approach that concentrates on the study of consciousness and the objects of direct experience.
We’d 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’, we were inspired by the phenomenological school of thought to consider how different people experience the same phenomenon.