The FON Whisky Survey highlights the unique habits and preferences of whisky collectors, offering a detailed look into what makes this group passionate about their craft. Among the 77 respondents, nearly one-third identified as collectors, showcasing a community that blends enthusiasm for fine spirits with an appreciation for investment potential.
Andrew Schneider of FON Media, commented on the survey’s findings:
“Whisky collectors represent a fascinating intersection of taste and investment. What stands out in this survey is the balance between those who collect for personal enjoyment and those who view whisky as a long-term asset. This dual perspective is shaping trends in the market and providing exciting opportunities for brands and retailers alike.”
The Collector’s Passion
Whisky collecting is more than a hobby—it’s a statement of taste and dedication. For the collectors surveyed, collection sizes range from small but meaningful beginnings to impressive inventories exceeding 150 bottles. This spectrum reflects the varied journeys of whisky collectors, from casual aficionados to seasoned curators of rare and valuable spirits.
When selecting bottles, collectors prioritize attributes that balance personal enjoyment with potential long-term value. Collectability and appreciation potential emerged as the top consideration for 38% of collectors, closely followed by flavor and intensity at 35%. This dual focus suggests collectors value the intricate craftsmanship behind each bottle as much as its potential to appreciate in worth over time.
Andrew Schneider observed, “The emphasis on collectability and flavor speaks volumes about the modern whisky collector. They aren’t just looking for a bottle to store away—they want something that’s enjoyable today but could also be a showpiece in the years to come.”
Where Collectors Source Their Whiskies
For most whisky collectors, liquor stores remain the cornerstone of their acquisitions, with 89% relying on these establishments to find new bottles. However, many collectors also turn to auctions and online stores, particularly when seeking rare or exclusive options. This highlights a growing demand for curated collections and specialized platforms that cater to collectors’ refined tastes.
Collectors demonstrate a willingness to invest in quality. While 58% typically spend $50-$150 per bottle, 20% regularly purchase bottles exceeding $150, indicating that price is not a barrier when it comes to securing standout options.
According to Schneider, “The spending habits of collectors reflect a broader trend toward premiumization in the whisky market. Collectors are willing to pay more, but they expect exceptional quality and provenance in return.”
Regional Preferences and the Collector’s Palate
The survey results reflect a strong preference among collectors for Scottish whisky, with 44% favoring this region. Known for its rich heritage and exceptional quality, Scotland’s dominance in the whisky world makes it a natural choice for collectors. American whisky follows closely at 36%, suggesting that collectors are also intrigued by the innovation and craftsmanship found in domestic brands.
The Role of Tasting Events
Whisky-tasting events are a vital touchpoint for collectors. These gatherings allow enthusiasts to explore new flavors, share knowledge, and connect with others who share their passion. With 63% of respondents having attended a tasting event and 84% expressing interest in future ones, it’s clear that such experiences are an integral part of the collector’s journey.
Schneider noted, “Tasting events are critical for building community and broadening knowledge. They create opportunities for collectors to discover rare bottles and learn directly from experts, deepening their appreciation and connection to the craft.”
Demographic Insights
The survey reveals that whisky collectors often belong to older demographics, with 37% aged 51-60 and 35% aged 60 and above. This age range aligns with a life stage where individuals may have both the resources and refined tastes to fully appreciate the nuances of whisky collecting.
Opportunities in the Whisky Collecting Market
The insights from this survey underscore several opportunities for brands, distilleries, and event organizers. Curated collectible releases, limited editions, and rare bottlings are likely to resonate with collectors. Hosting events that focus on investment-grade whiskies or offering exclusive previews of new releases can deepen engagement and build lasting relationships with this discerning audience.
Andrew Schneider emphasized, “There’s a clear appetite for unique experiences and collectible releases. The whisky industry has a chance to create offerings that not only meet demand but also elevate the collector’s experience through storytelling, design, and exclusivity.”
Conclusion
Whisky collectors represent a unique and dedicated segment of the spirits market. Their focus on flavor, quality, and collectability makes them a vital audience for brands aiming to cater to high-value consumers. By understanding their preferences and creating products and experiences tailored to their interests, the whisky industry can continue to inspire and engage this passionate community.
This evolving world of whisky collecting offers endless opportunities for enthusiasts and the industry alike, solidifying its place as both a refined passion and a rewarding pursuit.
