Whisky prices are tumbling: Is This The Dawn of a New Golden Age for Drinkers?

There’s something in the air. Is it the scent of whisky? Or is it something else? Let me cut to the chase: whisky prices are dropping. Hooray! Yes, I said hooray. Because for consumers, this is fantastic news. Life is expensive enough as it is, right? And there’s more belt-tightening to come with defense and… OK, let’s not get into politics.

Let’s talk about our beloved drink: whisky! These are glorious times. I have a strong soft spot for Japanese whiskies, and for months now I’ve been seeing prices that make me very, very happy. Suddenly I’m thinking: I don’t feel like paying dozens of euros for a good bottle anymore, because for less money you can still get great quality.

And those pricier whiskies? Their prices are happily sliding down. I’m suddenly picking up bottles of Hakushu, Yamazaki, or Hibiki at rock-bottom prices. That’s capital-G Good. If I remember right, they were even more expensive back in my student days, though I wouldn’t swear to it.

To my utter surprise, a bottle like Glenmorangie Signet now pops up for around 200 pounds when I do a quick online browse. It’s a beloved bottle among many drinkers and arguably the brand’s showpiece. The bottle oozes luxury, and the flavor stands out too. For this expression they use heavily roasted barley, often called “chocolate” malt. People love that kind of innovation.

That bottle brings back a memory. A few years ago, I was walking through an airport. I’m that nerd who always checks out travel exclusives and other whiskies, and there it was, flaunting a higher price tag. If memory serves, it was around 220 euros. As a fan, you can’t help but scratch your head. How can it suddenly be 50 euros cheaper now? That’s a chunk of change.

The causes aren’t exactly a mystery. The whisky market is a bit flat. There’s overproduction, a saturated market, investors losing interest, and a new generation of enthusiasts who are less swayed by scarcity and hype.

You could also say this generation simply drinks less alcohol. Add to that an economic reality where consumers are more critical and life is just more expensive. Let’s be honest: whisky isn’t a necessity, it’s a luxury.

All these negatives also bring something wonderful. For whisky drinkers, these are golden days. What once felt like a luxury investment is slowly shifting back to what whisky is at heart: a bottle meant to be opened. Whisky is for sharing with the people you love, and a glass (or a few) can make for a whole evening of enjoyment together. That’s more fun than seeing a Signet end up in a display case, isn’t it?

The question is what this means for drinkers. Will there be less FOMO and curiosity? Too many things in this industry are labeled “limited”, these days it feels like everything is limited and seasoned drinkers know that’s often nonsense. So what will enthusiasts start seeking out instead? That’s the exciting part.

What do you think, and how are you personally responding to these changes? Feel free to share in the comments!

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