You might think that, in order to make a profit, whisky distilleries simply price their whiskies as high as they like to maximise returns.
However, the economics of whisky bottle pricing is a little more complicated than that.
When pricing whiskies, distilleries must take into account their long-term customers, potential flippers, series investors, and whisky drinkers. As such, pricing an asset that is both used for consumption and for investment can be a tricky balance to strike.
In our new YouTube video, Mark explains the economics of pricing whisky bottles, and how the industry has had to evolve to cater for the influx of whisky investors.
