Words by Matt Chambers, Master of Whisky at cask investment company Whisky 1901
Buying whisky as a present can be somewhat of a minefield, even for the most experienced of whisky drinkers. Scotch is a popular gift choice, and this is particularly true over the festive season. But what are the things to consider? How much should you spend? And where should you look?
Key considerations
There is a common misconception that you must know plenty about whisky to buy a good one as a Christmas gift. Wrong. How much you know (or think you know) about whisky is irrelevant. The main consideration is which style and flavour of whisky would the recipient of the present like or prefer? Light and fresh, rich and sweet, a little savoury or peaty and smoky? If you’re unsure, then think about the types of food and drink they usually enjoy. This will give you helpful clues.
Another consideration is whether you want to purchase a well-known, big-selling brand or something a little more unusual from an independent bottler. The world of Scotch whisky is awash with products that cater for all tastes, so you will be able to find something whichever direction you head in. Only you can decide on this – remember, a well selected unknown brand may gain you extra points with the recipient and show that you have done your research.
What’s your budget?
Before you get too carried away with buying one brand or another this Christmas, it’s important to think about how much you wish to spend on the gift. Whiskies tend to be marketed in certain price points with the majority being under £50. However, the older, rarer, and more unique bottles of whisky can extend upwards into the hundreds of thousands of pounds.
Christmas is a special occasion and, for many, a time to ‘splash out’. Every traditional brand will have something on offer for heavier budgets, but it’s also worth looking at independent bottlers if you want something premium – those who work with well-known distilleries, as well as those who are able to source hidden gems. Anything limited edition will generally cost more than your average bottle, because those whiskies will never be made again, they are highly sought after and are likely to become collectible.
There is a growing appetite for these limited bottlings or rarer single cask expressions amongst Scotch enthusiasts. With single cask bottling, no two casks are ever the same. Each is a snapshot in time of the distillery, its surroundings and production processes, plus the type of cask and wood type that the spirit has matured in, creating an exclusive one-of-a-kind masterpiece for that extra special Christmas gift. Edition One of Whisky 1901’s Collection is one example – only 263 numbered bottles are available of this multi-award winning Glenburgie 1988 single cask expression from the Speyside distillery.
Where to buy?
There are several options for purchasing your whisky gift and each has their pros and cons.
Supermarkets have expanded their whisky selections in recent years and large ones offer variety. However, many supermarkets have ditched their specialist wine and spirits staff due to cost-cutting measures. A specialist whisky retailer will offer a good range and have knowledgeable staff to assist you. Your local wine shop, liquor store or off-licence can be another good outlet. Like with supermarkets, the staff may not be as clued up as those in a specialist retailer. But you can pick up some real gems, especially if you have done a little research and know what you are looking at.
But one of the best ways to shop premium whiskies is on the internet. There are many online whisky and spirit specialists these days, which offer a superb selection of products, and you can order from wherever you are. Many will have some way of helping you make an informed choice. It’s also a way to find rarer bottles from independent bottlers i.e. those ‘hidden gems’.
What to choose?
Once you’ve navigated your way through what type of whisky to buy, your budget and where to get it from, the final choice is which exact whisky will be the correct choice for the gift.
There are thousands of whiskies on the market, so the right one for you and your recipient is out there.
Founded in 2019 by Aaron Damiano Sparkes and headquartered in Knightsbridge, London, Whisky 1901 is a leading Scotch whisky investment company with 300 plus clients and over 1,000 whisky casks under management in two bonded facilities in Glenrothes, Scotland. As a HMRC awarded WOWGR (Warehouse Keepers and Owners of Warehoused Goods Regulations) licence holder, Whisky 1901 has permission to own, buy and sell goods in duty suspension in a bonded warehouse.
