Come On And Celebrate!

Whisky to mark an occasion

We all know that whisky is an excellent drink to use for a celebration and in Scotland it is very commonly used as such. Events such as the birth of a child have a social celebration known as a ‘Head Wetting’ which is where the birth is celebrated by the father going out with friends for a night out to commemorate the new born. I wonder how many heads are sore the next day when a crying baby may be the last thing that you’d appreciate with a hangover!

An alternative route to celebrate an occasion is to perhaps seek out a special whisky and open the bottle and have a more restrained night (in or out). This was the route I initially took when my daughter was born. 10 years prior I had paid a visit to Glenmorangie distillery and bought two of the Truffle Oak finishes for £150 each. The partner I had at the time and myself were considering the possibility of a child and I thought one of the bottles would be appropriate for a head wetting. However, it was not to be, and the bottles went into the back of my drinks cabinet waiting for that special occasion.

Fast forward 10 years, and my wife and I were blessed with a beautiful baby daughter and the subject of a head wetting came up. I thought about the Truffle Oak Glenmorangie bottles, and how I would love to try one. This was also about the time I had decided to start collecting bottles more seriously so I could perhaps have a little nest egg for the little one when she was older. A quick look on the internet for retail and auction prices for these bottles showed that I was not going to be opening the Glenmorangie, but instead picked a Bruichladdich Yellow Submarine instead. These were the days when you could pick up a retail one for under £200 and auction prices were even lower. It was my first time tasting this bottling, and I suppose the fact that I used it as my head wetting whisky makes it that little bit more special, and not just the fact that it has a tie in with my day job.

Now that we are thinking of picking a whisky to celebrate a pivotal moment in our lives such as a childbirth or a similar occasion, I have been looking for a decent bottle that marked my date or year of birth. I do have a couple from my year of birth, but the vintage bottlings for me just aren’t the same, so I am constantly on the look out for a whisky that was distilled or bottled on my actual day of birth, but this is like looking for a needle in a haystack. So, I have to make do with bottles that were either distilled or bottled on one of my birthdays, and I have been a little more successful in this endeavour.

It was a visit to the GlenDronach distillery in early summer last year that achieved my first bottle – I was driving and couldn’t drink, so had to sit out the end of the tour tasting, but the guide then pointed out that their hand filled bottle was distilled on what I quickly worked out to be my 19th Birthday. This 26 year old bottle was quickly snapped up and I even got a wee sample to try. Driving away from the distillery I had calculated that I had shot my bolt a bit early. My birthday was in 4 days time, the date the whisky turned 27 years old. I managed to sneak away to get another bottle which was bottled and distilled on my birthday. I would imagine there are very few bottles like that available and it joins the Glenmorangie Truffle Oaks in my remote storage where I can’t be tempted to open it.


Guess which one was bottled at 27 years old to the day? The same day that I turned 21 again too!

It was a Facebook messenger conversation a couple of months ago that made me think of this once more. One of my former work colleagues had asked me about the possibility of getting a bottle of whisky that had the date of his son’s birthday on it. Now, I made him aware that the chances of me being able to find one were as likely as trying to find a drop of wine in the North Sea (not quite what I said, but a lot more acceptable for public consumption!) but I’d have a go. An initial search on the internet was unsuccessful, but I told him to leave it with me and I’d have a go. Challenge accepted!

I’m now going to be writing this article so you can see what I tried and how I was eventually successful. Just to warn you, it took a month and while I did achieve my aim, it was not without it’s frustrations.

A simple Google search will just throw up too many random results. You will easily find the vintage year, and you might even be lucky enough to get the correct month, but if this is going to be a momento of a birth, it isn’t close enough. The vast majority of vintage whisky just has a year on it, so to achieve the correct date we will have to look at three main types of bottlings to secure a victory – Hand Fills, Single Casks and Special Editions. Because most bottles are filled with whisky that is the result of a marriage of casks, you will never be able to achieve a date of distillation. I think that this is important, as the date of the birth will coincide with the date of the whisky creation, which for me gives a more powerful symbolism to the bottle.

To find hand fill bottles with a specific date, the easiest way to achieve this if you ever want to have a bottle of whisky bottled on the date of your offspring’s birth is to get a friend to visit a distillery and purchase a handfilled bottle on the day that your child is born. I would suggest it may not be polite for you to do this when your significant other is going through labour and may create considerable friction in your relationship. There is no way that I would try that, although I was close enough to a distillery on the date of my daughter’s birth!

With hand filled bottles, I would suggest that there is a slight drawback to know that somebody else bottled it, so loses it’s personal touch to the special event that you are trying to commemorate, but that all depends on how special you want this to be. By far the easiest bottles to find are those from single casks, where it is easier to find a larger availability of dates, and certainly easier to search for.

If you think a single cask bottle would be appropriate, then you have to ask yourself will it be drunk? Of course, it depends on whether or not you are giving it to somebody or keeping it for yourself. But to help you search I found it is easier to look at distilleries that are consistently producing good single cask produce. What you may find that if you can get a date that is within a couple of days of your requirements, it is a case of being patient. Sometimes distilleries go through a run of bottling single casks. I found this to be true of GlenAllachie as one of my early targets to source a bottle for my colleague, but could only get within 2 or three days and not the actual date – close but no cigar.


Distillery releases at visitor centres are good bets as they often list both distilling dates and bottling dates. They also include distilleries long lost or without visitor facilities

Since these bottles were unlikely to be found at retail, I decided to hit the auctions. The simplest way to search was to look for a particular vintage year. If there was too many results, I found I got mixed returns by using different date formats in the search boxes of the auctioneers. You have to be persistent in trying everything. You also need to be smart about filtering your search results – being Aberdonian I always search for the low prices first as why would you want to pay more than you had to?

To cut a long story short, eventually I got a hit on a bottle from the Arran Distillery. This took me about 3 weeks searching every now and again when I had a spare moment. Initially I found a bottling from the day before the required date, but when I realised the date I needed was a Friday, then I found other bottles of the same whisky from the following week so then I was certain there would likely be similar bottling on the date required. Some further persistence paid off and within a couple of hours found the bottle I needed.

Let’s just say I hadn’t found THE bottle, but only had identified the edition I needed to find in the auctions or rare whisky shops. But if you have been paying attention to what I write, you will know that if something has been in an auction once, then it will turn up eventually in the future. You hope that it is not an in-demand bottle or that you don’t get somebody else bidding against you which will possibly force the price up. And it is here you have to make a difficult decision – how much do you pay for the bottle you are searching for? How important is the significance of the date?

Well, I took the common sense approach – I looked closely at the bottle – it had condition warnings about the state of the outer packaging, and what wasn’t noted was slight damage to the front label. The next thing you have to consider is how many of them were produced?.l Because this was a wine cask finish in a single cask, just over three hundred were available on the date I required. Researching the prices of other auctions revealed a hammer price between £85 and £150, but I didn’t do a thorough search, as it was only to give me an idea. Using my usual auction strategies, I obtained the bottle for a hammer price of £65 which adding the usual fees and P&P came to £85.


Captured prey – the Arran bottle acquired.

Whilst this is not a whisky that was distilled on the date required, given that this was over 14 years ago and the amount of releases since then, it was going to be like searching the world for a specific grain of sand. We can choose to look at it from the sense that the bottled product was created on the same day, and hopefully that has enough significance for the recipient whether it gets opened or kept in a cupboard for a wee while longer.

Of course, when thinking of celebrating significant birthdays, if you are close enough to a distillery that does hand fill, I would suggest taking a trip there with the intended recipient to commemorate not only the day, but a proper day out making memories. In the case of my colleague, this is what I suggested happens for his child’s 18th and 21st birthdays. Will these bottles be worth anything financially? Only if somebody else wants the same date, Indeed my GlenDronach handfill is making about £60-£70 more than I paid for it at auction, but then factor in the fees, then no, it’s not making a lot more, but time will tell. There will be a demand for vintage whisky in the future, but whether or not sherried whiskies are popular in the future remains to be seen. Vintage GlenDronach frequently does well at auction so not too worried.

I haven’t mentioned much about the third type of bottle – special editions. These will be rarer and therefore harder to find, especially for a specific date. And we know what this is likely to do for prices but regardless we have to know what the prices are so we aren’t overpaying.

Lastly, sometimes it is just down to luck. You just need to keep your eyes open when looking around distilleries, especially for single cask releases. Independent bottlers are also often good for detailing dates such as Signatory vintage. It is just a case of looking around.

Of course, you could always have a cask filled on that very date, but that’s an entirely different kettle of fish, and I’d advise you to look at my articles on cask purchase before proceeding down a very expensive route if you hope to taste it.

I hope this has given you a few pointers. Funnily enough as I was writing this article, somebody contacted me about this very issue, although they were looking for vintage Macallan. Talk about good timing! Cone time I will be looking for a vintage whisky for my daughters birth date, but as she’s not even four yet, there may be some time to go yet before anything is released.

Slainte Mhath!

Scotty

Index of tastings here

Index of articles here


This is written as a hobby, and I appreciate your likes and shares, either on WordPress, or why not visit one of my other social media channels. Lets spread the whisky love!

Scotty’s Drams encourages responsible drinking. To find out the facts about drink, and where to find help if you need it visit Drinkaware.co.uk by clicking on the link.

Photo Credits

All Photos – Authors Own

All content and photos are subject to copyright and may not be used or reproduced without permission.

Under The Hammer

Why you need to be careful with on-line auctions

For a few years now I have been a regular user of on-line whisky auctions to start boosting my collection, as well as selling some of my bottles that I have no further need to keep. Recently I have spent some time selling around 40 miniatures at auction and was very happy at the price that I received. I also was selling my Macallan Folio 5, which I needed to get rid of on account of the amount released – it didn’t have the rarity value that I desire to enable to keep it. Of course, I then had to contend with the flippers and those also offloading their Macallan purchases that didn’t meet their expectations.

Throughout this article, I am not going to mention any auctioneers by name, however I will give the websites of the auctioneers that I use for buying, selling or both.

While on-line auctions offer a relatively easy way of buying and selling there are a few things that you need to be aware of that can catch you out. This is in particularly true when you are trying to sell something at the same time as a lot of other people. Unfortunately this was the problem that I had when selling my Macallan, and it isn’t just the auction you are taking part in – there are often two or three on-line auctions running at the same time. Of course many of those in the market will often see the way prices are going between the auctions and will bid accordingly – if they get outbid on one auction site, it is no problem just to start bidding on another site.

In my case, I wanted to offload my Macallan as soon as possible, so I had to pick an auctioneer that was going to hold an auction soonest and that I was able to get the bottle submitted in time. One thing you have to consider is that some auctioneers have better exposure than others, but the flip side is that those auctioneers are also more likely to have more submissions of the same article when it comes to trying to offload a sought after release. One thing that counted against me was that one of the biggest auctions was taking place when my auction started, and it had 200 Macallan Folio 5 for sale. It goes without saying that the more there is of something available, this then suppresses the price somewhat, but the good thing is that for Macallan Folio Editions, the demand is there, so you shouldn’t suffer. Perhaps I should have put that in italics, as there are no guarantees.

If you are worried about the price that you may receive back for any sales, the important thing is to place a reserve on it. This usually costs an extra £4 – £7 depending on auctioneer. I cannot stress this enough – perhaps it is better not to sell something that doesn’t make it’s reserve, and gives you the chance to either re-submit it to another auction or perhaps keep to sell another day. It gives me no pleasure to report that one of my friends in the whisky community went to sell his Macallan Easter Elchies Black 2019 and the auctioneers recommended no reserve. To my friends dismay, there was 90 other bottles in the same auction and as a result lost around £100. So, if you need a return – set a reserve.


Don’t get hammered at auction. Stick to your price and don’t overpay

Setting a reserve is something I think is also being used by some to manipulate the market, especially in the case of new releases. Many auctioneers do not let you set a reserve above Recommended Retail Price (RRP) for 6 months after a new release in an attempt to help stop the flippers setting high reserves to guarantee them a return which in my view is greedy, immoral and detrimental to a whisky release where people see pound signs instead of the liquid in the bottle. Admittedly, the best this can do is just kick the can down the road in limiting the prices, and anybody is free to bid above the RRP, but at least limiting reserves helps others. One auctioneer that I deal with has said they use common sense and don’t limit any reserves but it’s on a case-by-case basis. If it’s not unreasonable, you’ll get a higher than RRP reserve.

Not all auctioneers are the same, and when thinking about the reserves I have seen on other auctions for Macallan Folio 5, one around the same time had a bid on it for £600 and still had not reached the reserve price. In my opinion, the auctioneer is assisting the flippers, and it’s a bit unfair to those who value the whisky over the profit. What was not understandable is that there were several others available in the same auction – so why would somebody bid on one bottle way over the price of others that were available in the same auction that were a lot cheaper. If there is a bottle I want in an auction, and there is more than one available, I bid one, then if I get outbid, I then bid on a cheaper one. I personally think there is more behind the bidding of a bottle that seems to have had more bidding action than others, but we will deal with it later.

Some auctioneers publish reserve prices, and I think that is a good idea, as you know straight away what is expected, and you can tell if somebody has overvalued the whisky. If the reserve is hidden, then you should only bid to a level that you are comfortable with and don’t be tempted to incrementally bid to find out what the reserve is as you may be stuck with a bottle you can’t afford or may be overpaying for.

And this is a really important point. Generally speaking in a conventional auction, you can see who you are bidding against, as there will be an assistant on a phone or at a computer terminal. With an on-line auction you don’t have that facility. Sniping a bid (bidding at the last moment) has been eliminated by on-line auction by any bidding automatically extending the auction, but shill bidding I think is also prevalent as well. While auctioneers say that they are on the lookout, sometimes the bidding patterns don’t make sense, when people are bidding on one item, when there is another one equally as good but a lot cheaper. My whisky auction insider says there is very little that can be done to detect this, as it will only really show up if using the same hub. If your friend or family relative is bidding from another location, there is pretty much no way of telling.

One other hazard of on-line auctions is that you are physically unable to check the merchandise. If you have any doubt at all, make sure that you contact the auctioneer – they will supply extra photos on request, and if it is practicable they may allow an in-person visit to inspect the item. Not so handy for those of us who live in the more remote areas. You need to be sure you understand what you are buying.

I cannot recommend this enough, and be aware of what you are buying. RESEARCH! Know the price for a given condition. I’ve seen many auctioneers optimistically list lots as rare, but they aren’t. A quick look through other auction sites will reveal how often these turn up. I was recently given a wee task to source a bottle with a specific distillation date as a birth date. This wasn’t the easiest to find, and certainly getting harder to source, but does this make it more expensive? No – it doesn’t. If one shows up at auction then you can bet your bottom dollar another one will eventually. Set your price as to what you want to pay and wait.

Deciding your price is crucial. By all means do not bid your maximum price straight away, as often people will keep bidding until they outbid you. Best put a lower maximum in, and as soon as you are outbid, bid again. That way you may be able to pay less than the maximum you were prepared to as some people give up when they see somebody consistently upbidding them.

One thing my auction insider let me know is that they are presented with a large amount of fakes. OK, perhaps not masses, but the percentage is higher than you might expect. I have one bottle that I bought at auction for £35 that was part of my bargain basement hoovering towards the end of an auction to buy a whisky from the 50’s or 60’s. I had to query it, as the volume and strength were not printed on the bottle, and the label felt wrong. While the auctioneer assured me that this bottle was not a fake, I have my doubts, therefore will not be drinking it, but use it as a show piece. Do not assume that the auctioneer has spotted a fake, as it isn’t always apparent, and if they are handling hundreds or thousands of bottles for one auction, there is the chance one may slip through. It is also wrong to assume it is high value bottles that are the ones being faked – those are the ones that are checked more closely. It will be the cheaper ones that may suffer from counterfeiting more often than not.

The archive at Macallan distillery when it opened in 2018 was found to contain suspicious bottles. If they can’t tell, what chance have you got?


One is fake, the other is genuine

My last point is that beware of auction hype. One auctioneer had a superlative auction of a private collection that was to be broken up. Yes, there was some spectacular bottles there, but they were in the minority. A lot of bottles were missing boxes or had low fill levels. Just because it was part of an extensive collection does not make that worth any more. In all it was quite disappointing, Due to the Coronavirus, I am not sure if the second part will go ahead as planned in April 2020, but we will wait and see. Given the quality of the first half, I am a bit underwhelmed. If you have done your research, you will know what it’s worth, and bid accordingly – don’t get carried away and overpay, unless it’s a must-have for your collection, though even then exercise a wee bit of caution.

But for all the pros and cons of on-line auctions, I have bought older bottlings a lot cheaper than I would have got them retail. I have been able to complete collections that would otherwise be impossible, and I have been able to drink some unusual and rarer whiskies. You just have to keep your head when everybody around you in the auction seem to be losing theirs.

There is a list of on-line whisky auction sites I use or regularly browse below.

Slainte Mhath!

Scotty


Whisky Auctioneer – http://www.whiskyauctioneer.com

Just Whisky – www.just-whisky.co.uk

Whisky Hammer – http://www.whiskyhammer.com

Scotch Whisky Auctions – www.scotchwhiskyauctions.com

The Grand Whisky Auction – http://www.thegrandwhiskyauction.com

Whisky Online Auctions – https://www.whisky-online.com/auctions/

Speyside Whisky Auctions – http://speysidewhiskyauctions.co.uk

Royal Mile Whisky Auctions – http://royalmilewhisky.auction

Robert Graham / Global Whisky Auctions – http://www.globalwhiskyauctions.com

WhiskyAuction.com (Based in Germany) – http://www.whiskyauction.com


Index of tastings here

Index of articles here


This blog is written as a hobby. If you liked this article, consider following the blog by clicking on the icon at the bottom of the browser page somewhere to get tastings, visits and articles to your email inbox. Or join me on my other social media channels below. Also, feel free to share, and spread the whisky love ❤️❤️


Scotty’s Drams encourages responsible drinking. To find out the facts about drink, and where to find help if you need it visit Drinkaware.co.uk by clicking on the link

Photo Credits

All Photos – Shutterstock

All content is subject to copyright and must not be reproduced without prior permission.

Speculate to Accumulate

Do not be afraid of the not perfect.

The more regular of my readers will appreciate that I do tend to use a lot of miniature bottles for my reviews. This is due to a certain amount of expediency because of my work away from home and being away for more than half the year gives me limited time to drink full bottles. I have to say that I end up giving a lot of it away to my friends (you know who you are!) in order to kill bottles so I can move on to open something different.

The problem with this is that I am an inveterate bottle chaser, and this week was no different. My final sales of miniatures happened this week, and I managed to get some more decorative cask ends for the Strathspey hotel my wife runs. However, for me an online whisky auction is pretty much like doing your shopping at Aldi’s in as much as you can go for milk and bread, yet walk out with a 4″ grinder and a car tool kit as well. I ended up perusing the other miniatures for sale and came across a set of 4 miniatures at a relatively cheap price. The bait was in the trap, and the bottle chaser was sniffing around.


The four drams. Only Coleburn is silent, having closed in 1985. Only one official bottling was released – the 1979 Rare Malts. Most production went into Ushers or Johnny Walker Red. The other distilleries are still producing.

The drams in question were older bottlings from the Gordon & Macphail ‘Connoisseurs Collection’. Gordon & Macphail have had some great bottlings in the past and I already have a few of their miniatures in my collection, though these are unicorn drams that I wish to taste and possibly review the experience for you in the future. The drams I won this time are.

  • Coleburn 1965
  • Dailuaine 1971
  • Speyburn 1971
  • Tomatin 1970

I was after the Coleburn and the Speyburn and in the end with auction fees I paid about £27 for all 4. However there was a big drawback – the fill levels were low. But does this mean I have been foolish or ripped off? I don’t think so, and I’ll spend the next few paragraphs explaining why I feel I haven’t been either of these and why perhaps you should take a chance.


The fill levels

Firstly, a rip off in an auction is not possible. In fact a rip off can only happen if you were sold something and you what you received was something that did not meet defined expectations. An auction house clearly shows the bottles on sale and will provide more on request. If you were prepared to pay the price with as much information as provided, then you have not been ripped off – you’ve just made a mistake.

Have I been foolish? Perhaps, but that is a matter of opinion. These drams could cost hundreds to buy as an individual full size bottles. I am going to be able to taste rarer drams for a fraction of that. If I was to find these drams in a whisky bar, I could imagine to pay £25+ for a dram for each one of these. It is worth saying that each of these drams have at least 25ml in them, some close to full. So potentially I have £100+ worth of drinking whisky.

Of course, with low fill levels, there are some drawbacks to this, and I have to acknowledge this. If the fluid level is low, then this means that whisky has evaporated out. I find that miniatures are particularly susceptible to this, and is one of the reasons I never recommend people collect miniatures unless they are aware of its risks and they are stored properly. Of course some people do collect these, but it’s not my thing. The risk of evaporation for me is too high and I personally feel I’d rather drink the miniatures.

One big problem with evaporation is that our largest concern should be that alcohol evaporates quicker than water, so there is a good chance that these drams which were bottled at 40% will not be at 40% when I try them. But that is a risk that I take, and while I am well aware that I will not get the full flavour that I would have got had it been fresh, I will still get an idea of what it would have been like.


A good way to taste long gone distilleries. Linkwood still going, Glenury Royal closed in 1985 and was demolished soon after. Imperial was silent more often than it was operational, falling silent in 1998 for the last time and was finally demolished in 2013 to be replaced by the Dalmunach distillery.

As with any proposition I put to you, this needs some sort of perspective. While I know that my bottles are compromised, what about that £30+ nip you buy in a whisky bar? Once the seal is popped, that bottle is on countdown as oxidisation and evaporation takes place. Certainly the whisky bars I see don’t gas their whiskies once they have been opened. That means in the case of the more premium but less popular whiskies, you’ll never be getting a fresh like new dram. You’ll never know how much of the fill level is due to evaporation. Let’s extrapolate that thought by remembering that the lower the fill level goes, the evaporation rate increases. My gamble with the miniatures doesn’t seem quite so foolish now, does it?

The above thought was one I have had for some time. I remember last year when I visited a bar that sold a 72 year old Macallan at £5000 a nip. Once opened, the evaporation and oxidisation processes have started. I wouldn’t imagine at that price it will be a quick seller, therefore is the person getting the last dram truly getting the value of such a whisky?

As I have said in my title, sometimes you have to speculate to accumulate. By taking a chance in spending some money, you can also taste rarer or older drams. By all means, you know they will not be perfect, but neither is that bottle of Macallan somebody has that’s been hiding at the back of the cabinet and was opened in 1983 to celebrate Aberdeen winning the European Cup Winners Cup. And has now been saved to drink only at special occasions. As an Aberdonian I can say that perhaps you’ll be waiting another decade to see silverware at Pittodrie….. There’s a good chance your whisky will have gone to the angels by that time.


Banff – bombed by the Luftwaffe in WWII didn’t survive the 1983 whisky loch and was closed that year. Convalmore fell two years later but is growing in popularity. Royal Brackla has changed hands since this distillation but is still going.

As usual, exercise some restraint when looking at bottles that are less than perfect. There will be a point when it will not be worth what the auction value is. Only pay what you can afford to drink, with an eye onto how much liquid is left in the bottle. Research what other similar bottles are selling for. And as usual, my best tip is to keep an eye on the assorted miniature collections in online auctions. Sometimes a unicorn whisky can be hiding in amongst others, as I found with my G&M Royal Brackla. You can always do what I did and sell the remainder of the miniatures again at auction and make enough money back to effectively make the unicorn you’ve hunted free. Fortune favours the brave!

Yours In Spirits.

Scotty

Index of tastings here

Index of articles here


This is written as a hobby, and I appreciate your likes and shares, either on WordPress, or why not visit one of my other social media channels. Lets spread the whisky love!

Scotty’s Drams encourages responsible drinking. To find out the facts about drink, and where to find help if you need it visit Drinkaware.co.uk by clicking on the link.

Photo Credits

All photos – Authors own

Profits and Losses

FOMO should not rule your whisky journey.

It has been a nailbiting and momentous week here at Scotty’s Drams HQ. I lost my job as the premier hypocrite of the Strathspey and Badenoch area, when my Macallan Folio 5 did sell at auction and I made the grand total of £37.20 after taking auction fees into account. I don’t even have the title of the worst flipper in the world, as at the same auction, some people were taking losses over £230 on their Macallan Easter Elchies Black 2019 release – one of the many Macallan releases that did not have numbers confirmed and turned out to be a lot more than people anticipated.

In other auction action, I submitted a bundle of whisky miniatures to a couple of auctioneers, and the items at Whisky Auctioneer in Perth did a lot better than anticipated. I had the opportunity to buy around 50 nips from a guy locally who was selling them on behalf of his mother, as they belonged to his late father’s estate. I paid £50 for them, as I didn’t really have time to inspect them properly and I had no idea of what they were worth. Imagine my surprise when the total hammer price was £211! With me being me, (and the local area as well as the whisky world being very small), I had told him that if it made much more than £50, I’d give him the profits, so nobody could think I was taking the mickey or taking advantage of people. Believe it or not, I do want Scotty’s Drams to be known to have a smidge of integrity! It has been a great result for myself, but especially to the recipient of the extra cash and I am glad it is going to a good cause.

The final thing that I want to point out for this week was the news that retailers were slashing the prices of the Game of Thrones editions as released by Diageo in collaboration with the HBO series. The Whisky Exchange and Master of Malt were offering around 30% discount on the 9 bottles, and I had seen on line that another retailer were said to be offering 40%. You can imagine the response on the social media channels about people who feel conned that they paid significantly more to collect the series. I will remind you that I warned about this in my article I wrote about the Game of Thrones whisky set back in November 2019. Click on the link if you want to be reminded of what I said.

I’ll not go over old ground, as this will make the article unnecessarily long. However, I can understand the angst of people who feel conned, but why did they pay so much in the first place? They believed the hype of a limited release that was never really going to become rare – not in the next 40 years or so anyway……. I bet the person who paid £1400+ for his set at auction feels especially aggrieved, especially for one of two things – a lowering of the retail price will crash the auction price. This is definite for the short term and most likely for the medium to long term. Why do I think this? It is only the truly gullible or those who cannot get it any other way will pay more on an auction site than it costs at retail. Secondly, now the retail price has dropped, potentially many are going be offloading it ASAP if they don’t want to drink it, thus probably ensuring a very easy supply to secondary market at auctions. Additionally, because of such a large price drop, the perception of quality has been damaged and any last vestiges of thought about the range being a collectable commodity that will make healthy profits have been blown away.

We have to also remember that people thinking it was a limited edition were conned into thinking this, or what is much more likely that they chose not to look at the facts. This whisky was released in massive numbers, probably tens of thousands of bottles per each edition. Coronavirus is still rarer than GoT whisky. The only way it was limited was that Diageo has probably set a limit in the time for these products to be marketed. I doubt they consciously limited the production over that period, given the amounts in circulation.

Let us put that into some sort of perspective – in December last year Bruichladdich released 3000 bottles of their Octomore X4 series. This is the quadruple distilled single malt, that is part of a series that has been released as spirit and at 3 years old. When it was placed in their online shop, the website crashed as people tried to get hold of a bottle. I was lucky, and after 4 hours trying I managed to get 2 bottles. Still, when you look around, you can still get hold of it at auction, albeit at substantially more than the £150 release price. I bought 2 as I intend to drink one and put the other alongside my other X4’s as a collection. Even at 3000 bottles, which is only around 10 casks worth of whisky, this is not especially rare. How much less rare is the GoT whisky? I do hope that you have got my point here, as we now have to expand on what probably drove the demand.

I came to this thought based on another article I had read online. Another blog / review site I like reading during my online wondering is The Dramble. Indeed I recommend it. It has a collection of writers, although most of the content is written by its co-founder Matt Mckay. He recently wrote an article about the Talisker Distillery Exclusives, and he raised an interesting point about these distillery exclusives, and how some people feel this is unfair as they are missing out if they can’t get to the distillery. I had to laugh as they certainly missed the point of exclusives. Matt touched briefly on the FOMO fanbase. For those of you who aren’t as hip and down with the kids and street language, I can tell you that FOMO stands for ‘Fear Of Missing Out’.

Let us face it, some of us do have moments of fear that we are going to miss out on something. I am no different. Back in those dark, dark days when I was on the Macallan mailing list, I entered the ballots and crossed my fingers. I never wanted to flip any bottles – I wanted to own something that would be worth a bit of money in the long term. Of course I was trying to avoid paying the money the secondary market would eventually command. So it comes to pass that I guess in the case of the Folio 5, I have to be honest with you and I took my eye off the ball. The unforced error of not really noticing there was no commitment to limit the numbers to the same level as usual was a mistake many had made. After all, no numbers were officially confirmed for Folio 4, and it was accepted around 2000 bottles were released. Surely Macallan wouldn’t do the dirty and release 20,000 bottles, ensuring 18,000 could not collect the full set? That’s exactly what they did.

The problem I feel with limited releases (and I speak only as an enthusiast with no part in the whisky industry) is that too many people have seen the profits that some people have made and are now only too keen to buy a whisky and hopefully make the same profit. Those with little experience also misunderstand the meaning of limited release. A limited release can still have hundreds of thousands of bottle released as long as it’s only sold for a fixed time. Releases such as Ardbeg’s annual release, coupled with pretty much anything Macallan releases on a limited basis normally initially makes money and drives the flippers and those determined to obtain a bottle to buy and sell in a frenzy similar to that when a lamb is dropped in a pool of piranhas. This has perhaps provoked people who do not normally buy whisky as an investment to perhaps want a piece of the action. It is a very dangerous game to play with no knowledge and people have, and do get financially burnt by it. I’ve been buying and selling whisky for 6 years now at auction, and I know – even I get caught out sometimes, but I accept the swings and roundabouts of what I collect.

The only way such a release of whisky could ever hope to become rare and expensive is if people drink it. And while with GoT this is still theoretically possible, the whisky released was never the best products the distilleries were capable as of and there was just so many bottles released. I’ve tasted a couple of the GoT editions, and they are pretty so-so. Not bad but not good either.

So why have the prices dropped so far? I would guess that now Game of Thrones is completed and no new episodes are to come, the series has dropped out of immediate public consciousness and now they are not buying it in the same amounts. My limited experience with retail in other areas would suggest this creates excess inventory to get rid of and to do this then the easiest way is to drop the price.

Fear Of Missing Out – not having the whisky from your favourite TV show, or not being able to collect it in order to make a profit at a later date is probably what has driven this release. Possibly a bit of intrigue to see how each edition ties into each family in the story. But to be fair, it isn’t just limited to the gimmicky release that GoT obviously was. It is the same with every release from Macallan, Ardbeg, Bruichladdich amongst others. Our admiration for the brand, our desperate desire to have something no other collector has, or at least have it first, or to even just get a couple to flip so those desperate enough can get their hands on it blinds us to some harsh economic realities if we don’t take into consideration the realistic supply an demand in the future.

And here is the crux – FOMO often takes our attention from the most important thing – the whisky itself. Consider that in the whisky world that fully missing out is a rare thing – what’s on the market will eventually come around again, at least in the secondary market, and when it reappears, it may come back cheaper. FOMO is driving a monster in the whisky market which has the risk of eating itself, something those who have felt cheated over Game of Thrones are now realising, but it can be applied to those who overpay for anything. I’ve seen Macallan Folio 5 auction for a hammer price of £900. If that person failed to win the original Macallan ballot, how silly do they feel now when they could have bought mine at auction for £320 rather than overpaying the first flipper that came along? The signs of the greatly increased out-turn were all there when they were appearing on auction sites before the Macallan Ballot was complete, so why would you pay nearly 4 times the RRP?

Marketing is something that we as whisky geeks that we all have to be aware of, as it so often promises something and very often does not meet our full expectations. Fair play to Diageo – they shifted shed loads of non-premium whisky at non-premium prices and those who know very little about whisky or have duller palates are suddenly exposed to nine distilleries in the Diageo stable. Where they will not get people continuing to buy GoT bottles as it is limited, they will then most likely start buying the more profitible (for Diageo) releases from these distilleries after they made GoT fans more aware of their offerings. Diageo really couldn’t lose from this venture.

The important thing to bear in mind is that if we are true whisky geeks, FOMO should never really guide us – our palate should in the first instance, but I have to admit that I can miss this myself, and often become a bottle chaser, which is an unhealthy habit. FOMO and bottle chasing can and does lead to missing out on other things, though you often miss that point as well. How ironic.

For those amongst you reading this who have more experience than me, I hope that you are nodding your head in agreement, for you know the truth that things will eventually come back around. You may have to wait somewhat. I have that feeling with the Dailuaine I lost out on in the week previous to last. We have to move on….

In summary –

  • Don’t always believe the hype on new releases.
  • Never plan on making money, and only spend what you can afford to drink. That is what you might be doing if the price crashes
  • Make sure you know how many are being released
  • Don’t be afraid to miss out. There are thousands of fantastic whisky expressions out there, and because you don’t have one, this means you have money for another.

Yours In Spirits.

Scotty

Index of tastings here

Index of articles here


This is written as a hobby, and I appreciate your likes and shares, either on WordPress, or why not visit one of my other social media channels. Lets spread the whisky love!

Scotty’s Drams encourages responsible drinking. To find out the facts about drink, and where to find help if you need it visit Drinkaware.co.uk by clicking on the link.