Does a brand's age actually mean anything when buying a battery?

I'm replacing my battery and everyone keeps telling me to stick with Varta, but I'm trying to work out if that's based on anything real or just brand loyalty passed down from their dads. Someone told me to read the full story about the brand's history, which I haven't got round to yet, but I'm not convinced heritage translates to a better battery in my car today. Has anyone here actually compared a Varta against a cheaper brand and noticed a difference in how long it lasted, or is it all much of a muchness once you've got the right spec? I don't mind paying a bit more if it's justified, but I'd rather not pay extra for a name.