21 January 2025
Learn how to love whisky
5 minutes
Whisky consultant and broker Blair Bowman collaborates with some of the world’s most distinguished whisky collectors, sampling rare and exceptional drams. Here, he shares his insights with Howden Business Development Manager Alexandra Richards, exploring whisky as both a passion and an investment.
Whisky as a passion
Rare, high-quality whisky can be a potentially rewarding investment, but Bowman emphasises that genuine appreciation must come first. “If you’re considering investing in whisky, you must truly love it,” he says.
For Bowman, tasting is an essential part of the journey. “Start with whiskies you enjoy,” he advises. “Don’t be swayed by trends or bottles that might impress others. True joy comes from your connection to the whisky itself.”
Bowman also stresses that whisky is meant to be shared. “The magic lies in opening a bottle, sharing it with others, and creating memorable experiences,” he explains.
He encourages collectors to learn about distilleries, explore iconic whiskies, and discover offerings from around the world. He says “The whisky landscape is more dynamic than ever, and 2025 promises to be an exciting year for enthusiasts and investors alike.”
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(Image: KANDOBLANC AGA sold at the auction for £36,000) |
Global whisky trendsScotch whisky maintains its dominance in heritage and reputation, but other nations are rising to prominence with bold innovations. “Whisky is evolving globally,” Bowman says. “Australia and New Zealand are seeing significant growth, while China is constructing around 50 new distilleries. India’s whisky market is also booming.” Japan, long celebrated for its whisky, is experiencing a renaissance. “Smaller saké and shochu producers are diversifying into whisky, much like the US craft beer boom of a decade ago,” Bowman explains. “This surge in creativity mirrors how American craft breweries pivoted to distilling, and it’s fuelling an exciting new era for Japanese whisky.” Despite this global expansion, Bowman insists that taste is the ultimate benchmark for collectors. “Scarcity and rarity matter, but the key question remains: ‘Is it delicious?’”
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Whisky investments and market highlights
The whisky market has experienced extraordinary growth in recent years. “Up until 2024, we saw rapid expansion,” says Bowman. “In November 2023, a Macallan 1926 single malt sold for £2.1 million at Sotheby’s — more than double its estimate. It was a remarkable bottle.”
The combination of factors in the early years of the pandemic, including low interest rates and disposable income, created ideal conditions for whisky investments. “Since 2024, the market has cooled slightly and stabilised, reflecting patterns seen in art, wine, and watches,” Bowman says.
In 2024, several distilleries celebrated their 200th anniversaries, having been established after the passing of the 1823 Excise Act. Macallan Distillery, founded in 1824, started from modest roots and has grown to become one of the most revered whisky brands globally, renowned for its rich sherry style.
The magic of aged whiskies
Whiskies aged for over 50 years, rarity just a decade ago, are becoming more common. “These whiskies are extraordinary,” says Bowman. “Whiskies aged for over 50 years and still above 50% ABV are especially astonishing. The way the alcohol molecules evolve over time creates incredible texture, viscosity, and a finish that lingers exquisitely.”
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(Image: Scotch Malt Whisky Society - The Only Drop went under the hammer for £15,000) |
Bowman highlights Gordon & MacPhail’s Recollection series as a prime example of excellence in aged whiskies, along with The Last Drop Distillers. “These releases capture the magic of whisky aged to perfection, offering a sensory experience unlike any other,” he says.
The Distillers’ One of One auction
One of the most anticipated events in the whisky world is The Distillers’ One of One auction, hosted biennially by the Worshipful Company of Distillers. Distilleries create one-of-a-kind bottles with stunning packaging, showcasing their creativity and craftsmanship.
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(Image: Royal Salute the Coronation of King Charles III Edition - The Distillers One of One Special Reserve sold for £16,000) |
(Image: Duncan Taylor Trilogy of Laphroaig Fit For Royalty sold with a hammer price of £20,000) |
(Image: Berry Brothers & Rudd The Glenrothes Single Cask 1970 went under the hammer for £11,000 (aggregate £13,750)) |
“The auction is an opportunity for distilleries to flex their creative muscles,” Bowman explains. “These unique offerings, often aged 50-60 years, represent the pinnacle of whisky artistry.”
The next auction takes place on October 10, 2025, at Hopetoun House near Edinburgh. Bowman will be attending on behalf of his clients. “It’s thrilling to bid for one-of-a-kind bottles that embody whisky’s creativity and heritage,” he says.
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Where to begin your whisky journey
Bowman encourages whisky enthusiasts to start locally. “Visit a specialist whisky bar and speak to knowledgeable staff,” he advises. “Tell them the kinds of flavours you usually enjoy – and let them guide you to something new. It’s a fantastic way to expand your palate and discover whiskies that excite and inspire.”
Insuring your whisky collection
For collectors, have the right insurance in place is essential. “Whether you’re investing in whisky or simply enjoying it, protect your collection as you would a piece of art,” Bowman advises. “Standard home insurance often won’t provide adequate cover. Howden simplifies the process, ensuring your whisky is well-protected.”
To speak to Howden about your bottled whisky or whiskey in cask contact Alexandra Richards at alexandra.richards@howdeninsurance.co.uk or call Alex on 07464 545648.
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Blair Bowman is a whisky consultant, broker and author of The Pocket Guide to Whisky: Featuring the WhiskyTubeMap. He sources rare casks for private clients, hosts bespoke multi-sensory whisky experiences and offers holistic advice to visionary distilleries, whisky brands and world-class hospitality venues, hotels, and bars worldwide. Visit blairbowman.com |
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Alexandra Richards With over 20 years’ experience as a successful private client and fine art insurance broker in London and Edinburgh, Alexandra has built up extensive knowledge that benefits wealthy individuals and families, commercial and public sector clients with their high value home and contents, fine art and other collections insurance requirements. She specialise in reviewing, analysing, broking and delivering insurance solutions for: ★ High/ultra high net worth individual’s or families’ personal insurance needs and requirements. ★ Private collections including more specifically whisky Since working in Edinburgh, Alexandra spotted a gap in the market around 8 years for an insurance product that specifically caters for whisky enthusiasts to insure their ‘closed’ bottled whisky collections kept at home or at other locations. This naturally led to providing an insurance solution for private collectors of casks of whisky kept at bonded facilities. Alexandra works closely with the Howden Whisky Team in Scotland who provide risk management and insurance solutions for all commercial entities involved in the production and sale of whisky. To discuss your insurance requirements for your whisky collection please contact Alexandra |
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