I am well short of a connoisseur, rather just someone who knows...

I am well short of a connoisseur, rather just someone who knows when the liked something and is happy to go back again.

I dont disagree on your comment on packaging however, the whole space is overcrowded across all spirits on the shelf. this is why recognition through awards, social media and even Dan Murphy's themselves recognising as one of Aus's best drams all builds the profile... Also doesnt hurt the prestige having your bottles in the locked cabinets at the bottle shops... Just makes it that touch more aspirational (as does the price)... But, none of these things really impact outside of domestic sales - and that isn't going to get us to my long term $10 price target.. . As you touched on, the experience and relationships from CEO and CFO (and ultimately their execution) will be fare more relevant than just about any other issue with or conversation on pricing, packaging, bottle sizing, age statements, which distillery the whisky came from or if some muppet on dan murphys reviews it poorly...

Good to see some posting here again too - I must admit I have been offline for a few weeks.