Altus Insights
Whisky and wine
Whisky and wine aren’t just for drinking—they’re quietly becoming some of the most sought-after alternative investments in the world. Rare bottles, vintage collections, and limited-edition casks have shown impressive returns, often outpacing traditional assets like stocks or gold. The value of these liquids is driven by age, scarcity, brand prestige, and perfect storage, with legendary distilleries and iconic wine regions—like Islay or Bordeaux—commanding top prices at auctions and among collectors.
Beyond the numbers, whisky and wine offer something most investments can’t: a story, a heritage, and a sensory experience. As global demand rises—especially from Asia and ultra-wealthy buyers—prices for rare spirits and fine wines continue to climb. They also provide diversification and inflation protection, with lower correlation to markets and the added perk of being a physical, tangible asset. While they require careful selection and expert storage, the right bottle can be both a passion project and a profitable one. For investors looking to mix taste with return, whisky and wine are proving to be liquid gold—in every sense.
Beyond the numbers, whisky and wine offer something most investments can’t: a story, a heritage, and a sensory experience. As global demand rises—especially from Asia and ultra-wealthy buyers—prices for rare spirits and fine wines continue to climb. They also provide diversification and inflation protection, with lower correlation to markets and the added perk of being a physical, tangible asset. While they require careful selection and expert storage, the right bottle can be both a passion project and a profitable one. For investors looking to mix taste with return, whisky and wine are proving to be liquid gold—in every sense.
500
400
400
300
300
200
100
0
200
100
0
500
Rare Whisky 101
Dec 31
Mar 24
Jun 29
Sep 26
Dec 18
Mar 11
Jun 22
Sep 13
Dec 26
2022
2021
2020
2019
2017
2016
2015
2014
2021
$13,000 (2024)
$1,775 (2015)
WHISKY APPRECIATION
Yamazaki 25
Yamazaki 25
Price index of bottles of rare whisky sold in the UK
About the author
Roland Peens
Having studied Economics at the University of Stellenbosch, Roland became allured by the beauty and complexity of the culture of wine. More than 2 decades later he has been privileged to taste and trade the world’s greatest wines, and travel to the major fine wine regions. Roland lives on a wine estate in South Africa, where his winemaker wife produces Riesling and Pinot Noir. He recently cofounded the first securitised, tradable wine product, an AMC (Actively Managed Certificate) on Fine Wine that allows private and institutional investors exposure to the fine wine market. Having directed Wine Cellar for 15 years, he co-founded the Strauss & Co Fine Wine Auctions, and became the CEO of Wine Business Advisors in 2021.
