At Malt Marketing we pride ourselves in helping both aspiring and established whisky businesses market and promote themselves on our bespoke online whisky marketing platform Malt Marketing.com
Since launching in 2012, Malt Marketing has supported a large number of whisky shops, online retailers, whisky bars and events across the modern whisky drinking world. Through online banner advertisements, a bespoke whisky business directory and through regular online features and infomercials, Malt Marketing has helped build brand awareness and consumer engagement for a large number of clients
Malt Marketing continues to work alongside and support many of the most iconic premium scotch whisky brands available today including The Macallan, Highland Park and Laphroaig malt whiskies as well as Japanese whiskies Yamazaki, Hakushu and Hibiki. While providing an interactive and up to date platform from which to showcase premium brands, Malt Marketing also actively engage with brand content through social media further building brand presence and consumer awareness among wider social media networks.
With an in depth knowledge of the retail and secondary whisky market, Malt Marketing is well positioned to help you acquire rare and collectible whisky. Whether you’re a private collector or investor or merely taking your first steps into the world of whisky buying and selling, Malt Marketing can offer support along every step of the journey.
Whether selling a single bottle or all or part of an existing collection, Malt Marketing can offer support through the entire whisky auction process. From arranging collection through to the listing and end payment stage, Malt Marketing work with established whisky auctioneers who ensure a reliable, transparent and seamless sales process.
As well as promoting whiskey shops, bars and brands, Malt Marketing also works alongside whisky tour operators offering among the finest whisky sampling and tasting experiences at many of Scotland’s finest whisky distilleries. Offering tailored chauffeuring services including hotel and airport pickups, Malt Marketing’s tour partners also offer the very best in luxury travel and distillery experiences across Scotland.
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With us very much now into the swing of 2018, have a look at our events calendar and see what exciting whisky auctions, events and festivals are taking place near you.
After an epic bidding battle that lasted over four hours past the scheduled finish, a cask of Macallan single malt whisky distilled in 1989 sold for an astounding £242,200 ($336,512) in our February auction. We reckon this is a world record for a cask of 1989 whisky!
As you’ll know if you’ve been following our previous blogposts, Cask 1248 is a refill sherry hogshead that has been maturing in one of the distillery’s official bonded warehouses since being filled in January 1989. It’s the ninth Macallan cask we’ve auctioned and the oldest one we’ve had so far.
The regauging done in December on this cask showed that it now holds approximately 257 standard 70cl bottles of whisky at a strength of 52.75% abv, with the hammer price equating to over £942 per bottle before commission, duty and bottling costs are added. The incredible price comfortably beats our previous records from last month when a 1990 Macallan of the same cask type fetched £135,100 at an equivalent bottle price of around £560. A larger cask of Macallan 1996 sold in the same auction for £168,300 (around £320 per bottle).
The price achieved by the Macallan 1989 represents a remarkable surge in value for casks from the distillery. A similar hogshead cask from the 1995 vintage sold for £52,100 only three months ago in November 2017. The sale is an astonishing return on investment for the previous owner of Cask 1248, who paid £2,700 for the cask in 1994 when the whisky was just five years old.
Our own Wayne Ormerod, founder of Whisky-Online Auctions, commented: “This was a superb sale. Macallan is a blue chip distillery known for its sherry casks, so it’s ideal for auctions like ours that specialise in the best quality older whiskies. It is great to see this level of demand for bonded casks of single malt from serious auction buyers. There were multiple bidders who were determined to secure Cask 1248, which is why the auction kept extending and the cask ended up going for such a fantastic price.
“We’ve been auctioning rare bottles of whisky for several years, so when the opportunity to start auctioning casks came along it seemed like a natural progression. It’s fair to say we’ve been very pleasantly surprised by just how successful it’s been.”
It’s amazing how quickly the prices of these casks has escalated – we only began selling bonded casks last July but the opportunity to own and bottle a ‘private’ cask has clearly been a big hit with our buyers. As well as the high-profile Macallan casks, we’ve also seen plenty of interest in casks of maturing whisky from distilleries including Isle of Jura, Tullibardine, Arran and even a 1990 vintage cask from Littlemill, a distillery which was closed and dismantled over twenty years ago.
“A cask of aged Macallan is an increasingly historic and valuable asset and will always fetch high prices, particularly as the old Macallan distillery will be closing later this year after production is switched to the new facility. That makes these casks representing the distillery’s golden era even more special,” said Wayne.
“The whisky is a great example of 1980s Macallan and the good news is that although it’s drinking very well now, it’ll definitely keep until its thirtieth birthday next year – if the buyer can wait that long to bottle it.
“This is a new and rapidly-growing part of our business and we expect these extraordinary prices will attract many other cask-owners keen to find out how much their own liquid gold could achieve at auction.”
After the success of their recent December 2017 whisky auction, Whisky-Online have compiled a collection of their most expensive selling whiskies…
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