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Whisky Cask Collecting: 2023 Knight Frank Wealth Report
The highly anticipated Knight Frank Wealth Report for 2023 has finally been released, offering valuable insights and serving as a powerful tool for investors and
The Danger of Trade Name Spirits
- Distillery-branded whiskies hold more value than trade name spirits, which lack long-term collectibility.
- Some investment companies market trade name whiskies as “exclusive deals,” but they are often independent bottlings with limited worth.
- Always verify the label and claims to ensure you’re investing in genuine distillery-branded whisky, not a trade name product.
The Importance of Avoiding Trade Name Spirits
In the world of whisky collecting, there’s a crucial distinction that often gets overlooked: the difference between distillery-branded whiskies and trade name spirits. If you’re serious about building a quality whisky collection, understanding the nuances of these terms could save you from investing in bottles that have little to no long-term value. While many whisky investment companies tout exclusive deals or one-of-a-kind batches, the devil is truly in the details. So, let’s explore why it’s essential to steer clear of trade name spirits and what you need to look out for.
What Are Trade Name Spirits?
Trade name spirits are whiskies that are not sold under the distillery’s primary brand but instead marketed under a different name. These spirits are often produced by independent bottlers who purchase whisky from a distillery, bottle it, and sell it under an alternative name. The problem? While the whisky may indeed come from a reputable distillery, the trade name disconnects the product from the distillery’s brand value, meaning it has little to no collectible worth in the long run.
For example, you might come across a bottle of “Whitlaw” and think you’ve secured a whisky from the renowned Highland Park distillery. However, Whitlaw is merely the trade name spirit produced by Highland Park. Though it may have been distilled by the same hands, it does not hold the same prestige, collectibility, or potential value as a genuine Highland Park bottle.
The Trick Behind Exclusive Deals
One common marketing strategy used by some whisky investment companies is to promote trade name spirits as “exclusive deals” from major distilleries. An example often seen is with Tullibardine distillery, which produces a trade name whisky called “Ochil.” Unsuspecting collectors may be told that Ochil is an exclusive batch created for a particular company, but in reality, this is just another trade name whisky, separate from the premium Tullibardine brand that collectors seek. These bottles hold little to no value in the eyes of serious collectors because they’re not associated with the prestige of the distillery’s main label.
Worse still, some companies will go as far as marketing these trade name whiskies as rare, exclusive releases, convincing buyers that they are investing in something with long-term value. The reality? These are simply independent bottlings with limited, if any, potential for appreciation.
Why This Matters for Collectors
The name on a bottle is not just a label; it’s a representation of quality, heritage, and collectibility. Distilleries like Highland Park and Tullibardine have spent decades building their reputations, and their branded whiskies reflect that. However, trade name whiskies, like Whitlaw or Ochil, lack that direct association and thus don’t have the same appeal to collectors.
For those new to whisky collecting, it’s easy to fall into the trap of thinking any whisky from a renowned distillery will hold value. This is where trade name spirits can become problematic. Collectors often buy bottles under the assumption that they’re securing a piece of a distillery’s legacy, only to find out later that they’ve purchased a lesser-known, independent bottling with no real investment value.
The Importance of Due Diligence
To avoid falling into this trap, it’s critical to do your due diligence. One key step is to always check the delivery order and invoice when purchasing from any whisky investment company. Ensure the name on the bottle matches the name of the distillery you believe you’re purchasing from. If the invoice lists a trade name like Whitlaw or Ochil, you’re not getting a bottle of Highland Park or Tullibardine, no matter what the salesperson might say.
It’s also important to question any claims of exclusivity. If a company tells you they have an exclusive deal with a major distillery, it’s worth investigating further. In many cases, these so-called exclusive deals are simply agreements to bottle trade name spirits under different labels, rather than actual partnerships with the distillery to produce branded, collectible whisky.
Final Thoughts
In whisky collecting, knowledge is power. The market is filled with excellent opportunities to build a collection that will appreciate over time, but it’s also filled with pitfalls for the uninitiated. We believe in full transparency when it comes to the casks we offer, ensuring our clients have all the information they need to make informed decisions.
Whether you’re a seasoned collector or just starting out, always remember: the name on the label matters, and in the world of whisky collecting, attention to detail is everything.
Get in touch today to start your whisky journey.
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