How a rare whisky's box can bump its value, and the makers getting creative
But what is in the bottle is not all that matters. These days, packaging plays an important role in determining the value of a rare vintage, according to Jonny Fowle, global head of spirits at Sotheby's auction house.
'Presentation in whisky is a key factor,' he says.
Unlike wine, whisky can maintain its condition even when placed on a display shelf in a collector's home, so the allure of a bottle can lie in how it looks.
This is one reason why there has been an explosion of creativity in the packaging of rare whiskies in recent years, Fowle says.
Jonny Fowle, Sotheby's global head of spirits, holds a bottle of The Macallan 1926, the world's most expensive whisky. Photo: Sotheby's
Sotheby's is currently working on a four-year project called The Luminary Series with Scotland's Dalmore distillery and design museum V&A Dundee, in which the packaging of rare whiskies is designed by renowned architects. Three editions of rare whiskies have already been released.
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How a rare whisky's box can bump its value, and the makers getting creative
Over the last 10 years, rare whisky has seen significant price increases and fluctuations, with some bottles fetching millions at auction. But what is in the bottle is not all that matters. These days, packaging plays an important role in determining the value of a rare vintage, according to Jonny Fowle, global head of spirits at Sotheby's auction house. 'Presentation in whisky is a key factor,' he says. Unlike wine, whisky can maintain its condition even when placed on a display shelf in a collector's home, so the allure of a bottle can lie in how it looks. This is one reason why there has been an explosion of creativity in the packaging of rare whiskies in recent years, Fowle says. Jonny Fowle, Sotheby's global head of spirits, holds a bottle of The Macallan 1926, the world's most expensive whisky. Photo: Sotheby's Sotheby's is currently working on a four-year project called The Luminary Series with Scotland's Dalmore distillery and design museum V&A Dundee, in which the packaging of rare whiskies is designed by renowned architects. Three editions of rare whiskies have already been released.
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