Billionaire Magazine: The World’s Most Expensive First Release Whiskey
Billionaire dives into what is it about our single malt Irish Whiskey that justifies the exorbitant price tag? Priced at £10,000, is the most expensive first release in the history of whiskey. But is it worth it?
Our founder, Jay Bradley, explains: “It’s the holy trinity of distillation that creates the unparalleled rich vanilla, wild honey and toasted maple syrup flavour profiles…” and how it is “always pure, never blended and the freshest Irish water and finest barely are used in the creation of The Devil’s Keep, which is made only on pot stills by the most skilled craftsmen.”
The price-tag seems less extortionate when you consider that last year a bottle of Single Malt Macallan 1926 sold for £1.5 million, demonstrating the value afforded by some investors to the alternative asset.
According to Knight Frank’s 2019 Luxury Investment Index, rare whiskey has outperformed other luxury assets. Between 2009 and 2019, the value of rare whiskeys increased by 564 percent, placing it as the number one passion investment above coins, cars, art, wine, watches and diamonds in the same timeframe. By 2019, Scotch whisky’s total export value reached £4.9 billion, according to HMRC export data.
With COVID-19, investors are looking to hedge against inflation and the uncertainties of the financial markets, as well as, perhaps, seeking out a good stiff drink.