Some may imagine that *whisky investment* is something people do in
mid-life, around the time when an evening drink is a dram taken while
relaxing at home, rather than in a bar or club. But such stereotypes are
increasingly inaccurate.

This point was made by Niall Brown, the CEO of Braeburn Whisky, who Channel
News Asia: “There are a lot of stereotypes attached to whisky,” but many of
them are inaccurate.

He explained: “What we are seeing now is a lot more millennials, a lot more
females investing into whisky, and a lot more younger people are looking
for alternative assets to invest into.”

The article noted that the amber dew is increasing in value as an asset for
various reasons. One of them is simply because the produce of a particular
year becomes increasingly scarce over time as more and more of it is
consumed. The other – something of particular note in Asia especially but
on a global scale generally – is growing demand in countries with huge
populations like China.

China is the largest market for spirits in the world and while most of this
is for baijiu liquor, whisky is growing, with Euromonitor expecting 23
billion litres a year to be sold there by 2022.

Editor of Knight Frank’s Wealth Report Andrew Shirley said: “What really
kickstarted the value of rare whisky market is when wealthy Chinese people
started to get really interested in that market and started collecting it.”

A good example of how vintage whisky can prove a great asset has come from
Scotland’s National Ballet Company.

The Scotsman has reported how the company has decided to ease the financial
strain placed on it by the pandemic with an auction of its collection of
470 bottles of Royal Lochnagar Whisky, which it has had in store for 26
years.

Promoted by Prince Charles, who is patron of the company, the sale this
month will help boost its endowment fund.