Demand for “hyper” limited-edition whisky produced by smaller, independent distilleries is on the rise with experts claiming that it is going to be the "next big thing" in the alcohol aisle.
Despite the onset of Dry January and a third of the population opting to steer clear of alcohol, whisky sales at Selfridges are defying the trend, with demand for exclusive, limited-edition bottles booming, The Times stated in a report.
The high-end department store, with flagship locations in London, Manchester, Birmingham, and a strong online presence, reports a significant uptick in interest for “hyper” limited-edition whiskies crafted by smaller, independent distilleries.
This marks a shift in the whisky market, which has traditionally been dominated by large Scottish and American producers.
According to Selfridges, sales of lesser-known brands have more than doubled over the past year, prompting the retailer to expand its whisky portfolio to over 1,000 bottles in 2023, with further growth planned for this year.
A particular focus has been on single cask releases, which yield between 200 and 300 bottles, depending on the “angels’ share”—the amount lost to evaporation during ageing.
One recent success story is The Hearach, a single malt from the Isle of Harris, whose 227-bottle single cask release sold out within an hour.
Andrew Bird, Selfridges’ head of food, attributes the surge to customers’ desire for uniqueness and exclusivity.
“We all love the idea of discovering and enjoying something that’s one-of-a-kind, that no one else has,” The Times quoted Bird as saying.
Many customers are buying these whiskies to collect, gift, or savour for special occasions.
The trend has been a boon for independent distilleries like Lochranza on the Isle of Arran. Stewart Bowman, Lochranza’s distillery manager, explained that the art of crafting whisky often involves a touch of serendipity.
“Whisky isn’t an exact science. We can fill identical barrels side by side, and they’ll come out differently. Occasionally, we stumble upon casks that are uniquely exceptional—it’s a bit of magic,” he said.
Bowman highlighted their latest limited-edition release, a 12-year-old single malt aged in a second-fill sherry hogshead cask, which boasts a “very sweet” profile with caramel and zesty orange notes.
“Limited editions represent a growing part of our business. Each one is a unique expression of what we do,” he added.
The growing appetite for rare whiskies reflects a broader consumer trend: a willingness to invest in distinctive products that could become “the next big thing.”
