Pop quiz: what do vodka, tequila, gin, and rum have in common?



A) They are all ingredients in a delicious (read: terrible) cocktail sometimes called "Adios"



B) They are all categories in prestigious tasting events like the San Francisco World Spirits Competition



C) They are all products where price has very little correlation with quality



D) All of the above



If you answered D, you are correct!



The alcohol industry's greatest trick is getting us to pay top-dollar for lousy booze.



We tend to assume the priciest liquor is the best, but it's all hogwash.



Don't believe me? Take a look at this chart:









There's essentially zero correlation between price and quality.



Okay, but what do we mean by "quality?" We compiled ratings and awards from the San Francisco World Spirits Competition, Wine Enthusiast Magazine, and the Beverage Testing Institute. We rated each bottle based on its performance at these competitions. Unlike grocery-store consumers, who tend to believe more expensive liquor tastes better, the experts at these competitions taste each bottle blind. They have no idea what the price of the liquor is, and can give a more unbiased rating as a result.



Granted, a few familiar premium vodkas—like Zyr—clock in about where you'd expect: higher priced ($32), higher quality (98 rating). But this is the exception. There are far more so-so options with high price tags (Belvedere: 80 rating, $34) and hidden gems at dirt-cheap price points (Plantation Vodka: 98 rating, $13). By the way: the popular Grey Goose vodka hasn't ever won a San Francisco World Spirits Competition medal! It's 100% marketing, zero percent taste.



While no liquor category is as scammy is vodka, you'll notice the same trends largely hold true for gin, tequila, and rum:



Gin







Scam-ometer: High



Tequila





Scam-ometer: Medium-High



Rum



Scam-ometer: Medium



But what about whiskey? Whiskey is the one spirit with a modest correlation between price and quality. In other words, it really does pay to spend a bit more on an Irish, Scotch, or America bourbon. Here's the graph, with the blue line indicating the correlation.



So next time you're at your local liquor store, cut back your budget and look for something cheap. Unless, of course, you're buying whiskey.

