LIVING THE DRAM
Nobody does luxury experiences like the Scotch whisky industry
It might seem like a life reserved for James Bond, but private jets, helicopters, diamond-studded Rollers and bespoke Land Rovers are quite commonplace nowadays – at least in the world of luxury whisky.
Whether a VIP wishes to toast Rabbie Burns on a far flung island, be flown to a distillery’s private water source, or be whisked to a peat bog in style, no expense is spared by the discerning whisky aficionado with spare cash to play with. And in Scotland, these extravagances are fast becoming the norm.
Truthfully, though, this should come as no great surprise. Scotland has consistently drawn in hordes of wealthy visitors – our world-class larder and Michelin-starred dining is enough to encourage any business tycoon to this corner of the world, and that’s before we even mention our extraordinary scenery and enviable heritage.
Affluent visitors lured to Scotland have long enjoyed hunkering down in luxurious venues. Cosying up by the fire with a dram or two beautifully complements the Highland experience.
Demands for VIP treatment have grown exponentially in the whisky industry, and expectations seem to climb ever higher. Nowadays fleets of helicopters can be spotted throughout the year, whisking high net worth individuals to remote Scottish distilleries. Regularly rolling out the red carpet for the high flyers’ arrival, many whisky companies now have dedicated private client departments. In these, the distillery employees’ sole purpose is to liaise with affluent individuals, convincing them to part with their hardearned cash in exchange for a cask or two of rare whisky.
While some people could just about stretch to a rare bottle of whisky at auction, casks of this sort can set you back thousands. Why? Aside from their age, each cask can vary significantly, even if filled on the same day. Naturally, this appeals to clientele who seek one-off whiskies with unique qualities. Some VIPs even fill their own casks, or buy casks dating back to a significant year, be it their birth year or wedding anniversary. Bottled up in a swish decanter, engraved and packaged into a beautiful wooden box, this luxurious trend has seriously taken off.
But even with the biggest pot of cash in the world, an exclusive whisky trip to Scotland isn’t always plain sailing. Scotland’s predictably unpredictable weather can scupper even the best laid plans, and that’s a particular issue for clientele for whom
Most ordinary punters can only dream about the thousand-pound drams and distillery tours by helicopter that are now de rigeur for whisky’s elite customers, says Blair Bowman
time is money. Only 50% of chartered helicopter flights take off in this country because of the changeable conditions. For most, Plan B – a three or four-hour journey in a chauffeured Rolls Royce up the A9 – would be no hardship, but for the paying guests the 45-minute helicopter journey is preferable and doesn’t eat into valuable downtime. I suppose that means money can’t always buy happiness for these wealthy whisky enthusiasts.
That said, the idea that money can’t buy experience is a bit of a misnomer in the realms of luxury whisky. Nearly anything can be bought or arranged, for the right price. Specialist travel companies like Maclean & Bruce or Away From The Ordinary create bespoke trips and can open distillery doors that are off-limits to the average passer-by.
Bravo Whisky Golf is another that arranges bespoke trips, allowing visitors to play on some of the country’s finest golf courses while also tasting their way round the top distilleries. Private flights to nearby airfields are – naturally – part and parcel of the Bravo Whisky Golf package.
Thanks to innovative brands like Macallan, who are breaking into new territory with their outstanding new distillery and rare whiskies, the cash being pumped into the industry is growing exponentially. Last year was a remarkable year for the brand, when in October 2018 a 60-year-old bottle of Macallan from 1926 sold for £700,000. One month on, another bottle of the same whisky went for well over £1 million, setting a new world record. Considering that a 62-year-old Dalmore sold for a comparatively measly sum of £95,000 the year before, it’s clear that Scotch whisky’s status as a luxury item is on the rise.
So who are these people who can afford such extraordinary drams? Typically, there are two types of investor willing to offload wads of cash for liquid gold. The first group are the whisky devotees; those who have a lifetime’s experience in the industry and who seek out sets of rare bottlings. The second group are the new kids on the block – their understanding of the market may be less profound, but their interest lies in the lucrative investment of unique bottlings.
Needless to say, such rare bottles are becoming increasingly difficult to come by, and the instances of high quality fakes making their way into the market has spiked. Perhaps the most valuable lesson was learned by a wealthy Chinese tourist who, when visiting Switzerland, paid $10,000 (£7,600) for a nip of Macallan 1878. Many investigations and international headlines later, carbon dating results showed the 20ml of whisky he had purchased was in fact from the 1960s or 70s.
But thankfully, integrity largely reigns supreme in the Scotch whisky industry, and I for one have been lucky enough to host lavish whisky tastings in stunning locations, including private castles across Scotland. I understand the joy of pairing the perfect whisky with a Michelin-starred chef’s tasting menu, and I’ve witnessed the delight of clients purchasing their very own single casks. This wonderfully extravagant world shows no sign of slowing. Besides, what would life be without a touch of luxury?
The idea that money can’t buy experience is a bit of a misnomer in the realms of luxury whisky