An Introduction to Independent Bottlers
Unless you are planning a lot of gifting and a fair bit of pouring, cask owners around the world always have the same question on their minds: who will want to buy my casks? Usually the answer to that is an independent bottler. So, what exactly do they look for in a cask?
Our independent bottler expert Hugh Troup takes a moment to discuss ‘the inspirational creative artists of the whisky world' who provide the ultimate end destination...
Consideration One: Flavour
For independent whisky bottlers, flavour comes first. It's perfectly acceptable for the average consumer to look first for the name of the distillery on the bottle, but the indies are serving a market that values the unexpected, out of the mainstream. Just like indie music lovers. So, the tasting notes of a whisky are often more important than the source in this whisky investment market.
Tropical fruit notes, such as pineapple, are a major winner, as are super-spicy and rich, heavily sherried whiskies. Sweet and peaty drams are also proving popular at the moment, particularly in the east. But that does not exclude other styles... each indie bottler is unique, with its own style.
Independent bottlers have thousands of casks to choose from, so my job is to source that, I have to know what's out there and to have great relationships with bottlers to understand what they are seeking.
Consideration Two: Uniqueness
It is the pursuit of the unique that is the independent bottlers' superpower, a level of experimentation which they can do that major distilleries cannot. For the most part, distilleries cannot stray too far from a signature flavour profile that they have built their historical success on, and that their loyal customers love and return to time and again.
New releases from these distilleries that depart from this signature flavour are driven by market preferences. Ballantine's had to put "7 Years of Age" on their latest release in the Indian market because research showed that the consumers wouldn't value a non-age statement.
Independent whisky bottlers are not beholden to anyone but themselves and do not need to sit in the landscape of the wider drinks industry. They don't have to worry about scaring the horses, whether with an outlier of a flavour profile or an anti-establishment look. In fact, an eye-catching bright label or a stripped back utilitarian bottle with some incredible liquid in it, is a benefit - uniqueness is the entire point in this whisky investment game.
This creative approach is why single casks are their domain: each one is different from the next.
Consideration Three: Trends
Among European bottlers, I have recently noticed a trend for younger age statements that provide bigger, bolder, and punchier spirits. After a period of focus on long maturation and cask type, there is an interest shifting towards distillery character that shines in lower age-statement spirits.
I think that's one interest that's been driven by a more educated clientele, who've developed a high level of understanding thanks to a mix of social media, bar culture, and extensive advocacy programmes from the likes of Diageo, Pernod Ricard and Edrington.
This trickle-down effect of whisky education is also evident in consumers, and for many the next step of exploration is single-cask whisky.
A broad spectrum of whisky cask investment enthusiasts are starting to discover well-established independent bottlers such as The Scotch Malt Whisky Society, Cadenhead's, Gordon & MacPhail, then move on to the smaller and newer indies.
From there - as our founder Simon Aron says - you can never really go back, because you discover such a deep well of flavour, complexity and diversity that you realise you've just been skimming the surface of spirits most of your life.
Consideration Four: The Future
With more people interested in whisky cask investment than ever before, I expect to see the community grow. I suspect that more small-scale independent bottlers will pop up, some of them releasing no more than three or four expressions a year but being really fun, diverse and competitive.
We work with a plethora of young and passionate independent whisky bottlers, individuals in their mid-20s who are bottling incredible liquid and doing a very good job of selling it. And you're seeing ever more experimental expressions - a true indie spirit.
This is exciting for many reasons, it shows the long-term potential of the cask marketplace and that it's only just getting started. With diversity being key for bottlers, it is important that a cask portfolio is too.
The myriad of Scotch single-malt distilleries and the flavours they provide is a great start, but there is also a wildcard that bottlers are gravitating towards: Rum, Armagnac, and Cognac. Tropical and oily textures with deep, vibrant colours offer an exciting prospect.
The same rules apply when purchasing a rum cask as a whisky cask: look for quality and provenance - this is where the value lies - and don't be tempted by bulk offerings from distilleries that have just appeared on the map.
My Favourite Indie Whisky Bottlings
Glen Grant 2007 - This Glen Grant bottle is an incredible marriage of spirit and wood in perfect balance. Went to an independent bottler based in Speyside.
Diamond Distillery 2011 Rum - This Diamond Distillery bottle has a popular rich and chewy profile, sublime flavours and already sold out.
Aberfalls 2021 Welsh Rye Whisky - The bottler in question loved the flavour profile so much that they bottled it immediately and it sold out in one day.
My Key Takeaway
The best whisky cask investment takeaway I can give you is that independent whisky bottlers are the end users for almost all casks on the market; keep an eye out for popular flavour profiles; and remember that a diverse portfolio is the best way to adapt to future whisky investment trends.
Get More From Cask Trade
Explore the exciting world of whisky investment through our comprehensive guides.
Alternatively, connect with one of our experts via email or phone. Simply register to receive a dedicated account manager who will guide you through the investment process and address any questions you may have.