A sign of the times for premium whisky collections
A highly exclusive selection of Dalmore single malts recently sold at auction at Sotheby’s in Hong Kong.
The collection of six bottles provided the only opportunity to obtain a 60-year-old Dalmore, dating back to 1951 and bottled in 2011.
Each decanter was decorated with bespoke collars and included individual display pedestals topped with black oak.
What does it tell us about premium collections and desirability in 2021?
“The Dalmore is truly an icon of the whisky world and this collection encapsulates everything that the Distillery stands for”.
These were the words of Sotheby’s Spirit Specialist Jonny Fowle on the sale.
They highlighted the growing shift of many distilleries to be loud and proud about the narrative of their brand and what they value and represent. Heritage and reputation are still important, but as with many industries the traditional market leaders are being encouraged more and more to share the story they are on with potential consumers. He continues; “it also highlights the key elements that collectors are looking for in today’s premium whisky market.” In other words, heritage, a personal touch - all of the bottles were selected by Richard Paterson, Master Distiller - and exclusivity.
From a different angle, the £100,000 donation from Dalmore to the VA Dundee Design Museum upon the sale highlights the strides some of the top whisky brands are taking in associating with other brands and sectors. It makes a lot of sense from a brand perspective - positioning Dalmore as a forward-thinking supporter of Scottish cultural innovation.
Closing thought
It will be interesting to monitor proceeding lucrative collection sales in the months to come, as the ever-changing definition of the ‘perfect’ collection evolves.
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by James Pham
Introducing Batch Three of The GlenAllachie Virgin Oak Series and 10-Year-Old Cask Strength Batch 9: A Guide to Premium Whiskies on JPHA
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