Under the Radar: Whisky auctioneer Whisky Hammer on volatilities in whisky prices, its Hong Kong backer, and opportunities in Asia

Money Matters with Hongbin Jeong and Chua Tian Tian

Calling once, calling twice and SOLD!

Today’s conversation takes us through the ins and outs of an auctioneer auctioning – no not rare art pieces or jewellery, but bottles of whisky.

Founded in 2015 by two brothers, our guest Whisky Hammer is a family run whisky auction service based in North East Scotland.

The firm said it hosts monthly auctions dedicated to whisky and other fine spirits, attracting over 200,000 buyers and sellers from every corner of the globe.

At these auctions, Whisky Hammer said it auctioned off a wide range of whiskies, both bottles and casks. The company also noted that it achieved the world record for the highest value cask ever sold at auction.

Whisky Hammer is an interesting company to look at because it is apparently backed by private equity investors over in Hong Kong. According to online website Drinks International, the firm and its sister company Still Spirit had in 2021 sold a 49 per cent stake to Hong Kong’s whisky investment group Rare Whisky Holdings.

But how far has Rare Whisky Holdings’ involvement in the firm helped it tap further growth or changed its direction for the future?

Ownership structure aside, it is also worthwhile to look at Whisky auctioneers with whisky increasingly seen as a form of alternative investment.

Broadly speaking, whisky prices are falling right now. In Knight Frank’s 2024 Wealth Report out in March this year,its Luxury Investment Index fell 1 per cent over the year pulled down by falling values in Whisky. But what will this mean for supply and demand of whisky bottles and casks, and what will this mean for auctioneers like Whiskey Hammer?

On Under the Radar, The Evening Runway’s finance presenter Chua Tian Tian posed these questions to Daniel Milne, Managing Director of Whisky Hammer.

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