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Investment Tips - Whisky - 7. December 2023
From The Lighthouse Of The Whisky World: New Release Of The Macallan 30 YO Double Cask
While its sister expression of the same age has seen a 312% price increase over the past 10 years, there is also a lot of potential here
Read on and learn about the opportunity to invest in The Macallan 30 YO Double Cask at an attractive price significantly below what they are otherwise traded for on the world market. This gives you an attractive entry point to noble 30-year-old whisky with the world's most prestigious whisky brand printed on the label.
Record-Setting Luxury: Why The Macallan Is In A Different League
In November, another record was set for how much an 'ordinary' bottle of whisky can cost when Sotheby's in London sold a bottle of The Macallan 1926 60 YO for no less than €2.56 million (£2.2 million) - almost double the upper range of the estimate. It topped the record from 2019, when Sothesby's sold a 60 YO The Macallan from the Fine & Rare series for around €1.8 million.
But it is no coincidence that bottles from The Macallan are breaking world records again and again. The Macallan has a historical heritage, a product portfolio, a back catalogue of old whisky and a successful branding and marketing strategy that is second to none. The Macallan has had a significant impact on the perception of the entire single malt category, positioning it firmly as a luxury item. Their innovative approach to production and cask selection, as well as massive investment in this entire supply chain, has produced results that have significantly shaped the entire high-end whisky market, and there is no reason to believe other than that we have only seen the tip of the iceberg.
Granted, this position also allows The Macallan to get away with charging more for their products than many of their counterparts can - and it can certainly be argued that better value-for-money can be found elsewhere.
When a car lover chooses a Porsche or Ferrari, they do so because they represent exceptional craftsmanship, a rich history of innovation and achievement, and a timeless design that transcends fleeting trends. The same is true for those who prioritise The Macallan. A bottle from here represents history, heritage, and exclusivity. In both cases, it is a recognition that certain things in life are worth appreciating beyond their immediate functional value. It is about appreciating the art, history, and craftsmanship - the personalised experience that cannot be measured in numbers.
And this is exactly where The Macallan has managed to distance itself from everything else in the spirits world.
Classic The Macallan In A Modern Expression
From The Macallan, it does not get more classic than their Sherry Oak, which has been the backbone of the distillery's core portfolio for decades. Today, it is available in four age expressions*, each representing how sublime it can be for that age.
However, in 2016, Sherry Oak gained a sister when Macallan introduced their 12 YO Double Cask as a modern interpretation of the classic The Macallan expression. The Double Cask has since become the epitome of modern The Macallan and arguably represents where we will see The Macallan in the future.
The Double Cask series is characterised by being matured in both European and American oak - both sherry seasoned in Spain. Today, the series has grown to four ageing expressions**.
30 YO is the oldest Double Cask released and stands as the crown jewel of the series.
*12, 18, 25 and 30 YO
**12, 15, 18 and 30 YO.
The Macallan's Unique Cask Strategy
The Macallan excels in many areas, but their approach to cask sourcing is probably one of the most important reasons for their success:
- Focus on Sherry-Seasoned Casks: The Macallan is particularly known for their use of sherry-seasoned oak casks. This means that the casks are first used to mature sherry in Spain before being used to mature The Macallan's whisky. This process is more expensive and time-consuming than using traditional bourbon casks, but it contributes to a rich, complex, and distinctive flavour profile.
- Direct Collaboration with Spanish Operators: The Macallan works closely with operators in Spain to ensure the highest quality of sherry casks. They have a direct relationship with these operators and invest significantly in maintaining this exclusive supply chain. This ensures consistent quality and character of the casks.
- Control of cask production: The Macallan is often involved in the entire process, from the selection of wood to the production of the casks. This allows them to specify exactly how the casks are made, including the thickness of the staves and the degree of toasting of the cask, which has a significant impact on the final flavour of the whisky.
- Mixed cask strategy: While the focus is on sherry casks, The Macallan also uses a mix of American and European oak casks to create different flavour profiles. This blending strategy allows them to produce a range of different whiskies, from the delicate to the more robust and complex.
- Sustainability and quality: The Macallan also pays attention to sustainability and traceability in their cask programme. They ensure that the wood used for their casks comes from sustainable sources and that the entire process from forest to distillery adheres to strict quality standards.
Great Potential At A Very Attractive Investment Price
The Macallan 30 YO Double Cask is a great investment, but as with any investment, a low entry price can make the potential even greater. And here you get a low entry price. According to wine-searcher.com, Swedish Systembolaget, which is notoriously famous for great prices, has the cheapest price for The Macallan 30 YO Double Cask 2023. Here, a single bottle costs € 3,326*. We can now offer you an investment in the same bottle for € 2,400 per bottle* - and you can invest in single bottles and even whole cases at no extra cost - and larger quantities in whole cases often dictate the price in the wine and spirits world.
This means you save 27.8% compared to the world's cheapest price according to wine-searcher.com.
In addition, you can look at how The Macallan 30 YO Sherry Cask has performed if you want to assess its potential. Over the past 10 years, the average asking price on wine-searcher.com for 30 YO Sherry Oak has increased by 312%. The cheapest price for such a bottle is currently € 3,828*.
Wine-searcher.com's historical data on 30 YO Double Cask is not considered valid.
*Ex. duty, tax, and VAT, in perfect condition
Rising Demand For Whisky
The demand for whisky is on the rise - last year Pernod Richard, the world's second largest distiller, announced that Scotch whisky was now the largest category in the conglomerate, accounting for 27% of revenue. Diageo, the world's largest spirits producer, also saw a massive increase in revenue across its nearly 30 Scottish distilleries.
If you want to learn more about whisky as an investment, historical performance and, most importantly, future prospects, you can read more in our market analysis here: Investing in whisky:Whisky Investments: What You Need To Know About Investing In Whisky
The Macallan In Perspective
The Macallan is one of the most highly regarded and well-branded whisky distilleries in the world and is rightly labelled a behemoth with a massive multi-million annual total production. But despite this, The Macallan's huge production is still just a fragment in the big whisky world - and when it comes to vintage whiskies, especially the older ones, we are talking drops in the ocean.
The Macallan is the 3rd best-selling single malt distillery in the world, yet its owner, Edrington Group, which also owns Famous Grouse (blended whisky) and Highland Park, only holds around 5% of the global whisky market, while Diageo, the biggest player, holds around 41%. Add to that the fact that an estimated 20% of all Scotch whisky sold worldwide is Johnnie Walker.
RareWine Invest's Opinion
The world's best and most prestigious whisky comes from Scotland, and looking at the landscape here, one distillery stands out above the rest. Looking holistically at The Macallan, from brand equity to quality, The Macallan is the leader, embracing everyone from the brand-hungry to the discerning super-connoisseur.
With The Macallan's 30 YO Double Cask, you get one of the absolute top whiskies in The Macallan's core portfolio in a modern expression that reflects where The Macallan is going.
Add to this the fact that you have the opportunity to invest at a price that is currently 27.8% lower than the lowest price in the world according to wine-searcher.com. This means you can access a top whisky in Macallan's core portfolio while tapping into the future investment case characterised by a world with more whisky drinkers, a growing demand for great Scottish single malt and a supply that cannot keep up.
The Macallan 30 YO Double Cask is also the highest rated The Macallan in their core range portfolio by whiskybase.com.
Invest in The Macallan 30 YO Double Cask 2023
Contact us via the contact form at the bottom of the page if you want to know more about your investment options or order the wines directly through the form.
| BOTTLED | WHISKY | VOL | PACKING | PRICE/BTL.* |
|---|---|---|---|---|
| 2023 | The Macallan 30 YO Double Cask | 700 | Loose | € 2.400 |
| 2023 | The Macallan 30 YO Double Cask | 700 | OWC3 | € 2.400 |