Prima and Ultima are picked to showcase the first or last of its kind, there have been four releases so far, each with eight different whiskies.
Prima and Ultima was introduced by Diageo in 2020. There have been four releases in the series so far, each showcasing 8 whiskies that are the first or last or their kind. Each release is curated by a different whisky expert, who selects from across Diageo’s incredible cross section of whiskies. As well as the big names like Brora, Port Ellen, Clynelish, Talisker and Lagavulin, the series has also showcased some exceptional single malt whiskies from distilleries that are often overlooked such as Linkwood and Mannochmore.
If you are looking to sell a bottle from Diageo’s Prima & Ultima series then we can help. Read on for an analysis of the recent market for Prima & Ultima and use the form below to receive a free valuation and advice on how to sell your bottle in 2025.
Sell Your Whisky Today
Please use the form below to submit images of your bottle and receive a free, no-obligation valuation from a specialist auctioneer. We will also actively seek the highest offer from our network of private collectors to help you sell your whisky.
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Prima & Ultima: Market Analysis
This analysis examines 85 auction results for Prima & Ultima bottlings from April 2021 to March 2025, providing insight into current market conditions across international auction platforms. The spread of distilleries across the series does mean there is a big variation between the auction performance of bottles in the Prima & Ultima range.
Age and distillery are the most significant drivers of value, with closed and cult distilleries commanding substantial premiums. The Brora 40-year-old consistently achieves 3 to 4 times the value of similarly aged releases from operational distilleries. Bottles from distilleries that are already well known as single malt producers, like Lagavulin and Talisker, demonstrate particular resilience in maintaining value.
Market analysis reveals a notable cooling trend since the 2021-2022 peak period. The Brora 40-year-old has experienced a 60% decline from its November 2021 high of £10,000 to recent sales at £4,000, while the Lagavulin 28-year-old 1992 has decreased from £4,250 to approximately £1,550-1,600 – a 63% reduction. However, it should also be noted that the 2021 prices were the first bottles to appear at auction and so some market adjustment is to be expected based on how modern bottles usually perform when they arrive at auction. The market shows signs of stabilisation in recent months, with several expressions maintaining relatively consistent pricing through late 2024 and early 2025.
Premium auction houses consistently achieve 15-20% higher hammer prices for identical Prima & Ultima expressions, particularly evident with sought-after bottlings like the Brora 1980 40-year-old, which realised £4,000 in February 2025 compared to £3,325 the previous month at different UK-based auctions. This pricing disparity highlights the importance of strategic auction selection when consigning rare bottles.
Regional performance analysis reveals UK auction platforms maintaining price leadership, with average hammer prices 12% higher than their US counterparts for comparable lots. European auctions showed mixed results, typically falling between UK and US pricing tiers. The Talisker 31-year-old 1988 expression exemplifies this trend, achieving £1,100-1,200 at UK auctions in early 2025 versus approximately £1,040 at US auctions in late 2024.
For collectors who acquired bottles at retail or after the 2020-2022 market peak, current conditions present favourable selling opportunities despite the adjustment from historic highs. Demand remains robust for distinguished expressions from closed distilleries and early Prima & Ultima releases, with particular strength in the UK market. While values have receded from their zenith, the relative price stabilisation suggests a maturation of the market rather than continued decline, creating opportunities for strategic divestment of pre-peak acquisitions.
How to Sell Your Prima & Ultima?
As the data above shows, it is important to choose the right time and place to sell your bottle of Prima & Ultima. Not all auctions can generate the same results and choosing the right place to sell is important.
If you complete the contact form above, we can connect you with a specialist auctioneer who will provide a free, no-obligation valuation and expert advice on selling your bottle. The best whisky auctioneers will offer a free of charge collection service if you have a number of bottles, or even offer access to their own courier service if you just have a few.
Auctions often take place each month and commission varies from 5-10%+VAT and listing fees. The benefits of auction are a near guaranteed sale (if the reserve is sensible) and a quick payout after the sale. The auctioneer will advise on a suitable reserve in advance of the sale.
Alternatively, you may consider selling to a retailer. However, retailers typically offer around 30–50% of their listed price due to factors like VAT, corporation tax, and slow stock turnover, which can impact their buying decisions more than you might expect. If you sell to a retailer you will be expected to post the bottle to them yourself, although they might help with this too. Payment terms will be quick, but you will likely have to contact around 5-10 retailers to ensure you get the best possible price.
What Is Your Whisky Worth
Do you want to know what your whisky is worth but don’t know where to start?
Use these guides to help you.
What Is Your Whisky Worth? – An in-depth look at the factors affecting your bottle’s value.
A Beginner’s Guide To Selling Whisky – Everything you need to get started selling your whisky including all the online selling options.
How To Sell Whisky Online – A guide to getting a valuations and selling your whisky.
Sell Your Whisky Today – A simple way to sell your whisky fast.
Macallan Specific Guides
The Complete Guide To Valuing Macallan Whisky – Selling Macallan? This is your starting point.
What Is Macallan Whisky Worth? – Unsure of your Macallan’s value? Begin here
