Liquid assets: why savvy investors invest their money in rare whiskey


Another key factor is the evolution of palates in the world’s largest spirits market – China.

Although local baijiu liqueur still accounts for 98 percent of the market, sales of whiskey are increasing by double digits.

Euromonitor predicts that more than 23 billion liters of whiskey will be sold in China by 2022.

Mr. Shirley of Knight Frank said: “What really kick-started the value of the rare whiskey market was when the wealthy Chinese started to really care about and collect it. Some of these markets are quite small. There aren’t millions of millions of rare whiskey bottles sold every year.

Mr Shirley added: “So once you get a new set of collectors on the market it can really drive up the prices.”

Mr Ho, the whiskey specialist, said, “When it comes to investing, you not only have to look at value, you also need to consider how easy it is for you to get out.

“The ease of getting out of your investment is really proportional to the number of people in the world who are looking for that thing that you hold onto, that very physical asset in your hand. So, the more people there are, not only will the price go down. but it is also much easier to find a buyer.

In addition to supply and demand, reputation is also very important.

Mr. Brown said: “The key things I’m looking for are global demand and reputation. Do they know the distillery? And when you’re going to be selling bottles in 10 or 15 years, you want to make sure there is a demand for that whiskey.

But as more investors enter the market, finding his next bottle of investment whiskey will only get more difficult for Mr Tham.

“It’s getting harder and harder to find value. Maybe five or six years ago, if I had had the foresight, I would have bought more whiskey to invest, “he said.

“But right now, as an asset class, it’s at an all-time high and it’s going to rise further, or could be in the high end.”

As with all investments, in addition to the rewards, there are risks.

Yet, if things go wrong, there is always the possibility of liquidating your investment.


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