Now that you’ve read through our various posts. there’s undoubtedly a natural curiosity to begin searching around online to see what’s available as tonight’s drink and tomorrow’s investment. To many people’s surprise, the price of whiskey isn’t what it used to be. In fact, it’s gone up so much that people are now viewing it as an alternative investment. For a long time premier scotch has had its time in the limelight, but now it’s all whiskey. From hard to get bourbon to Japanese creations, if a bottle is “rare” it likely has investors. Historically these investors have really been rich old men that drink as a hobby. Those days are over, and this article will help you navigate the ever changing landscape of elusive whiskey bottles.
For starters, know what you’re looking for. A rule of thumb we like to use, “if you don’t like the taste, don’t waste your time buying it”. A lot of the time, people get all caught up in the chase of a bottle. The reality is, if you don’t like Canadian whiskey, no matter how impossible the bottle you’re holding is to find, don’t buy it. Our reasons are simple, in the event your investment doesn’t turn out, you’re left with an undrinkable bottle, and there’s nothing worse than that.
Once you’ve decided on whiskey type, you want to begin learning. Learn about the distillers and the bottles that are notoriously hard to find every year. Part of your learning process should include getting to know your local whiskey shop owner. He likely holds the key to you getting a rare bottle and not getting one. In talking with people, be cautious. Some people will try and sell you on the exclusivity of an expensive bottle. Keep in mind that price does not dictate quality or exclusivity. The only thing that matters is the number of bottles made. Like anything else, if they only ten, and you have one, it’s going to be worth a lot.
Now, you’ve narrowed your search, you’ve done your learning and finally you have a list of bottles you must have! This is the point when you need to take a deep breathe. Realistically, you should enter this market assuming you will not be able to resell your bottle. So please do not go out and liquidate your 401k to buy whiskey. Yes, we’ve all been tempted.
Where to shop: A few places, other than TWL and your local shop are Bonhams and Scotchwhiskyauctions.com
Pro tip: most bourbons get released around September, so if you’re looking to pick up a bottle of Pappy, that’s when the stores and bars should be getting their bottles.
