Scotch flavor widely varies. I've never met a scotch drinker who enjoys the entire spectrum. You may want to figure out what he currently drinks most and find one within that same flavor profile. There are many sites that have "Scotch flavor maps" that will show you what bottles are comparable. Here's just one of many



I'm an Oban fan, and the more you spend on a bottle within a brand, the better it is. Between brands doesn't matter much if it is a flavor he doesn't prefer - or - the most expensive bottle of flavor A will not compare to a cheap bottle of brand B if he likes brand B.