The Aberfeldy One of One 49 Year Old 1975, offered at The Distillers’ One of One Auction, 2025. Photograph: Sotheby’s

Once a humble commodity, whisky is fast evolving into a centerpiece of modern luxury, with rare and beautiful bottles valued, both for the receptacle and the spirit inside. “We began selling spirits specifically in 2019,” says Jonny Fowle, global head of whisky at Sotheby’s, where whisky has been setting new records at auction. “That year we sold US$15m and we now achieve around US$30m, so it’s really grown quite massively since then.”

The most expensive whisky auctioned to date—the Macallan 1926 Single Malt—sold at Sotheby’s London in 2023 for US$2.7m. When it comes to assessing the collectable value of an individual bottle, the formula is relatively straightforward. “The better the quality of the whisky, the more bottles are drunk and the fewer that remain—that’s where rarity is introduced,” explains Fowle. Unsurprisingly, limited edition runs also drive the market.

Collector preferences are more nuanced, of course. Sotheby’s sells whisky across three main categories, based on where it is distilled—Scotch, Japanese and American—although the global retail market is widening to territories including Denmark, India, Australia and New Zealand. Deciding which category to buy a high-end bottle from, whether from a distillery or at auction, can be highly personal and is often influenced by the storytelling and imagery associated with each region, as much as the vintage and taste.

The Brora Iris 50 Year Old 1972 at The Distillers’ One of One Auction 2023. Photograph; Sotheby’s

“If you look at the way in which Scotch whisky markets itself to the world, it tends to really lean into the mysticism of Scotland,” says Fowle, who was born and raised in Edinburgh, but is also a big Japanophile, having traveled there extensively for his work. “Japan does a similar thing: it’s all about the purity of its water and the serenity of its woodlands,” he adds.

The most coveted Japanese whisky is currently Yamazaki 55, which can command more than US$750,000 at auction. And, while less high-end, American whisky remains perennially popular—Sotheby’s sells more of it by volume, though not by value, than any other category.

Unlike wine, whisky does not need to be hidden away or stored in a cellar. So it’s no surprise that design and displayability are growing in significance. “If you want to buy your whisky to drink, then make sure you’re enjoying what you’re drinking,” says Fowle. “If you want it to be a centerpiece on your bar, there’s much more room to be attracted to the aesthetics.

The Bowmore Arc-54 The Iridos Edition 42.3 abv (1 BT 70cl). Photograph: Sotheby’s

Distilleries are increasingly working with artists, designers and other luxury brands to create innovative collaborations on bottles and presentation. In 2025, Sotheby’s offered the Bowmore ARC-54 Iridos Edition, a unique decanter engineered for the Hebridean distillery by Aston Martin, featuring a titanium lid with a patina that echoes the car’s exhaust. Other distilleries have collaborated with Zaha Hadid Architects and the watchmakers Bremont.

Finding a bottle to suit any aesthetic should not be a challenge at The Distillers’ One of One Auction—a biennial sale held in partnership with Sotheby’s at Hopetoun House, a stately home near Edinburgh.

Now in its third edition and a highlight of the whisky calendar, the 2025 sale on October 10 will be an opportunity to bid on whiskies from distilleries across Scotland that are both rare and visually striking. As the name suggests, each bottle auctioned is a one-of-one design.

The Port Ellen Prism 46 Year Old 1978, offered at The Distillers’ One of One Auction 2025. Photograph: Sotheby’s

Top lot in October will be the Port Ellen Prism, distilled in 1978 and bottled at 46 years. The oldest Port Ellen single malt Scotch whisky ever released, its bespoke bottle has been designed by award-winning glass artist Wilfried Grootens. Enclosing the 1.5L crystal decanter are 45 individual sheets of painted glass, bonded and polished to form a three-dimensional image that shifts as the viewer moves around it. “I’ve not seen anything like it, particularly in whisky, but not in art or design either,” says Fowle.

Other notable lots include the Glenlivet SPIRA Single Malt, distilled in 1965 and matured for six decades in a single hogshead cask, presented in a 1.5L vessel on top of a carved oak plinth. And the oldest release from Ladyburn Distillery, distilled in 1966 and bottled in 2025, has an intimate, rarely seen image of Marilyn Monroe by her friend and photographer Sam Shaw on the label. The 2025 sale raises money for the Distillers’ Charity, which supports various causes across Scotland.

The Glenlivet SPIRA 60 Year Old 1965, offered at The Distillers’ One of One Auction 2025. Photograph: Sotheby’s

When starting a whisky collection, be led by your own taste and think about display later, advises Fowle. There are so many ways to showcase whisky in the home and showstopping bars— even whole whisky rooms—are growing in popularity with luxury clients.

“I know people who have built entire bars around bottles, or they have gone out to find a bottle to build a bar around,” says Fowle. “I even know one collector who had bottles embedded into stained glass in his house.”

Our Collecting Focus series also features expert advice on wine, jewelry, watches, historic books, fashion history, natural history, music memorabilia and Americana

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