That phrase is often said about many would-be connoisseurs ...
But when you say it about Whyte & Mackay master blender Richard Paterson it's actually an understatement.
The 60-year-old took up the post at the age of 26 – the youngest man in S
cotland to ever hold the position.
His nosing techniques, thirst for knowledge and inimitable style, have led to him becoming a true legend in the whisky industry.
Richard has had a long, and enjoyable, association with both Whyte & Mackay and the firm's Grangemouth bottling plant.
"I'm actually there fairly often and try to be there at least once a month, depending on what kind of things are going on at the plant at that time.
"Grangemouth has been part of my life and career since the very beginning – it's a place I have many warm feelings for, particularly the people.
"We really have a great bunch of people working in the Grangemouth plant and they make my job so much easier. The other thing I love about
Grangemouth is they do a lot of specialty bottles."
The Grangemouth plant bottles Whyte & Mackay's range of malts and the special age blends – which range from 12 years up to 40 years and their rare and prestige blends can cost over £500.
They also produced the limited range of 62-year-old Dalmore whisky – which now only increases in value as each of the 12 bottles are consumed.
"Those special Dalmore bottles are now worth £100,000," said Richard. "That's the kind of stuff they produce in Grangemouth."
In 39 years with the world famous company Richard has established multi-award winning brands and become one of the foremost whisky experts on the planet.
The man with the "most renowned nose" in the business admits he could not do it without a little help.
"There is expertise and experience in the Grangemouth plant. These are people from the area who have worked at the plant for many years and are highly dedicated and committed to the job."
Richard's own job is to ensure the high quality of Whyte & Mackay products is maintained so customers get the taste they have come to know and love.
"People think you just put the whisky in a vat and then fill the bottles with it, but every one of the items we produce demands commitment – if we don't have that then the quality suffers.
"If someone working on the line fails to do their job then it could hurt the company. It's so competitive, but thanks to the great people in Grangemouth we pull it off."
Richard, who lives with his wife in Newton Mearns, Glasgow, is a member of The Scotch Whisky Association's lecture panel and is constantly in demand to give talks and lectures on wines and spirits around the world. He also writes articles on wines for various consumer and trade magazines.
"Making good whisky is something I take great pride in," he said, with some understatement of his own.
