Whisky makers like Macallan and Glenrothes are working with artists and architects on innovative packaging that’s proving a hit with buyers
Over the last 10 years, rare whisky has seen significant price increases and fluctuations, with some bottles fetching millions at auction.
But what is in the bottle is not all that matters. These days, packaging plays an important role in determining the value of a rare vintage, according to Jonny Fowle, global head of spirits at Sotheby’s auction house.
“Presentation in whisky is a key factor,” he says.
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