The premium alcohol industry is about more than just indulgence. It’s a category that is garnering greater attention from consumers, investors and collectors. 

Increased disposable incomes, celebrity culture and social media has created new avenues for brand recognition and sales. Partnerships with other luxury brands also bring cross pollination appeal and is an area top spirit brands are looking to take more advantage of. Investing in premium alcohol is also an area of growth. Brand, age and rarity set the standard for big prices. The whisky category has seen records consistently broken in the last few years as wealthy individuals battle for the best bottles. In November 2023, a single bottle of The Macallan 1926 Valerio Adami, one of only 40 bottles originally released, sold for a new record price of £2.18 million at Sotheby's in London.

But there are some headwinds in both the primary and secondary markets that brands and consumers need to weather.

In this episode of The Next Five we speak with Duncan McFadzean, Managing Director at Noble & Co, who discusses the growth and challenges of the primary market and how brands can buck the economic downturn. Jaume Ferras, Creative Director at The Macallan, shows how luxury brands are working together to increase share of pocket. Jonny Fowle, Global Head of Whisky at Sotheby’s, conveys the highs and lows of investing in the secondary market and calls for the joys of consumption as well as investing in fine bottles. 

Sources: FT Resources, Forbes, Matter of Form, Mordor Intelligence, Whisky Advocate, Spirit Filled

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