This is true. Wine I notice differences in brands more than cost. I've bought $20-$30 bottles and honestly wasn't any more impressed than my favorite $10-12 bottles. Though, I think the difference in liquor quality as you step up from low-end to mid-range is big but from the moderately priced to high price is marginal. AKA: JD/Beam/etc is a big step down from some of the mid-range bourbons like Willet, Blanton's, etc but there's not a lot more to gain by going highball on them. Same with scotch: cheap scotch is a big step down from mid-range stuff like Aberlour, Laphroaig, Ardbeg while the really expensive, super old stuff just doesn't seem like a big change, IMO. But then again, the reason I notice the difference is because I drink a lot more whisky than I smoke cigars ;-)