Why investing in whiskey is the new thing to do

30 Oct Why investing in whiskey is the new thing to do

Why is everyone investing in whiskey? It’s a St Albans investment hack that no one is talking about. Nestled in the heart of Christopher Place sits Tomoka, a fine and rare spirits boutique.

If you drink whiskey, this article is for you, and if you hate whiskey, even better.

Those who have a deep appreciation for the malt, cask, barrel, year, origin, and complex taste will already understand the magnetic draw and storytelling in a crystal-cut tumbler.

The problem with these educated whiskey lovers is that they drink their asset.

It’s people like you and me, who perhaps dislike the taste and might ordinarily be overlooked by whiskey buffs, who stand to benefit the most.

“We get asked what’s the best spirit to try all the time. The answer is always the same: the one you love. You can spend a fortune on something you dislike, but for what—prestige, presence?

“Equally, we completely understand those with a palate for fine and rare whiskeys, who are searching for that limited edition release or bottle No.4 out of 200 that’s going to appreciate within a year,” says Jass Patel, owner of Tomoka.

I’m a woman and a novice to whiskey, and it’s important to say that I totally dislike the taste.

Even after a whiskey-focused extravaganza around Edinburgh, my partner desperately trying to share his appreciation of The Dalmore offerings, and several Christmases when my uncle reaches for “the good stuff” in the hope that I’ll develop a more accepting palate, I still detest even the smell.

This, however, has not deterred me from learning a little about the investment opportunities in collectible whiskeys. Now, that’s something that seems more to my taste—a healthy return!

But where does one start? Straight into the deep end, of course.

After purchasing a bottle of The GlenAllachie Billy Walker 50th Year Limited Edition, aged four years, for £150 (I believe I got the last one in Tomoka), I was also drawn to the timely release of The Dalmore Luminary No.2 2024 Edition, which sits at about £295.

So, what can you make on a bottle of limited edition whiskey? The first release of The Luminary No.1, aged 15 years, released in 2022, now holds its value at £800 with some online retailers. That’s a nice return after just two years! Plus, I love the box.

Here are three other examples of whiskeys that have increased in value in the last five years:

• Macallan 18-Year-Old Sherry Oak (2018 Release) – Originally priced at around £200, this bottle now sells for over £700 in the secondary market.
• Yamazaki 12-Year-Old Single Malt – Once available for under £100, this Japanese whiskey has seen its value rise to over £250 due to growing demand and limited availability.
• Springbank 21-Year-Old (2019 Release) – Initially released at about £300, this whiskey now commands prices upwards of £900 due to its rarity and high quality.

So, why aren’t more people – whiskey and non-whiskey drinkers alike – taking advantage of the knowledgeable team at Tomoka to get their money working a little harder? And before you rush into the store to part with your money, this is not investment advice but more of an invitation to those who are curious to learn more.

What’s the point of having a great whiskey if you can’t enjoy it? Good point. This is why this article is essential to show your spouse or partner.

If you love to drink whiskey, you could always tell them you’re buying The Dalmore Aged 21 Years for £550 for the investment opportunities and hope it doesn’t get pulled out of the ‘good stuff’ drinks cabinet at Christmas for someone like me to try.

Or, if you’re like me and tasting your investment isn’t even a risk, I’d suggest you visit Tomoka to discover your new hobby— whiskey collector and dealer. Failing that, Tomoka has also stocked a truly delicious and naughty Irish Cream Liqueur, The Whistler by Boann Distillery in Ireland, which is simply divine to drink with friends or alone by the fire.

Tomoka is now taking Champagne and fine spirit orders for Christmas, so to truly elevate your festive season, head along to their Christopher Place store.

This is an opinion article and not investment advice. Before investing in any whiskey, do your own research and understand that not all whiskeys go up in value. Speak to the professionals at Tomoka for solid advice and guidance. And of course, always drink responsibly.