Business

The Future of Whiskey Investment

Published

4 years ago

August 26, 2021

The value of rare whiskey has increased by 478%in the last ten years, according to Knight Frank’s Wealth Report 2021. This massively supersedes the value of traditional investment options: Classic cars increased in value by 193%, fine art by 71%, and wine by 127%.

Portfolio Manager, Casey Alexander, believes this is an important time for diversifying your portfolio and now, unlike before, it is easier to gain access to some of the rarest casks of single malt Scotch whisky.

While it is undeniable that markets are now volatile, I would still write the same article regarding whisky cask investments and how they compare to investing in whisky bottles and other physical assets even if this were not the case.

Although the act of buying whiskey casks privately is almost as old as the act of producing it, the opportunity for investors to participate in this market is a relatively new phenomenon. There are several causes for this, the most important of which are the increased availability of Single Malt Scotch in the 1980s, and the ongoing rise in popularity of whisky as a hobby since the beginning of the twenty-first century. Around this time, a small group of whisky collectors began to amass uncommon bottles, and this market has continued to grow to this day, as evidenced by the growing number of whisky auction sites and the frequency with which they sell.

Despite the scarcity of collectible bottles, it is a reasonably easy market to break into by visiting a specialist retailer, purchasing through an auction or from a private owner, or participating in one of the rare bottling ballots at a launch. Purchasing whiskey casks is a little more complex – and it is strongly recommended that you work with a reliable organisation in this field – but it can provide numerous benefits to investors seeking medium and long-term growth when compared to bottles and other alternative assets.

Let’s start with a bottle investment. Given the expanding global interest in single malt whisky, there are still plenty of smart investments to be made, and the industry’s development and profitability show no signs of slowing down, but a collection of rare bottles isn’t always the greatest option. Importantly, the liquid in a bottle does not age or mature, therefore a 12-year-old bottle of whisky will always be a 12-year-old bottle of whisky, and its value will only rise if the supply of that alcohol decreases, either due to discontinuation or a limited-edition bottling.

Many investors face financial and logistical difficulties, such as auction fees, shipping charges, and storage space requirements. Many investors just don’t have the time or space, either at home or at work, to dedicate a room to their bottle collection and manage the administration of tracking, packing, and shipping bottles, particularly when significant collections can have hundreds or thousands of bottles.

Whiskey casks are a much easier investment since the liquid is often acquired at a younger age and for a lower price compared to when the whiskey is matured. In certain situations, it is even purchased as a new make spirit. Whisky sells best at the ‘Milestone Ages’ of 12, 15, 18, 21, and 25 years old, so keep this in mind while deciding on an exit strategy for your investment.

Holding a 9-year-old barrel until it is 12 or 15 years old, for example, would be a shorter-term investment, with the whisky maturing in the cask and increasing in value throughout this time. We have yet to come across a distillery that sells their 18-year-old single malt for less than their 12-year-old single malt, and casks are no exception. The cask must be stored in a bonded warehouse in Scotland, which removes the need for the investor needing storage space for the cask.

Business

Spynn’s PR Playbook for Startups Turning Funding into Market Leadership

Published

3 days ago

March 27, 2025

Matthew Wiles

Byline: Jennyfer Ann Valencia

The recent funding boom in India, where startups raised over $428 million between March 10 and March 15, 2025, reinforces the critical role of public relations (PR) in securing investor confidence and enhancing visibility. As competition intensifies, effective PR strategies help startups differentiate themselves and build a strong market presence.

Spynn, a PR agency for startups specializing in securing top-tier media coverage, enables startups to craft compelling narratives that attract investors and maintain a positive brand image.

The Role of PR in Startup Funding

A recent survey conducted by Spynn found that startups with a strong PR strategy are significantly more likely to secure funding rounds than those without. According to the research, nearly 70% of investors say media visibility and brand credibility helped their decision-making process. This highlights PR’s direct impact on a startup’s ability to attract investment.

PR helps startups articulate their value to investors by securing media coverage and highlighting their growth potential. High-profile placements lend credibility and set up startups’ potential, making them more attractive to investors. For instance, a well-publicized success story from a startup like Zolve, one of the top funding recipients, can drive further investor interest and strengthen its brand.

India’s funding surge spans sectors including Batterytech, Edtech, Gaming, Apparel, Aerospace, Manufacturing, Fintech, Energy, and Travel. While this presents opportunities, it also brings scrutiny. Startups must manage their reputations effectively, ensuring consistency in their messaging across media platforms. As a PR agency for startups, Spynn’s expertise in reputation management helps businesses navigate these challenges by maintaining a cohesive brand identity and reinforcing investor trust.

Establishing Credibility Through Media Placements

Research from Spynn also revealed that startups that get featured on Forbes, Business Insider, and other top-tier publications experience a 50% increase in inbound investor inquiries within six months. This shows the value of securing strategic media placements to reinforce credibility and market positioning.

Strong media coverage bolsters a startup’s credibility, reinforcing its market positioning and investor confidence. Spynn ensures startups secure coverage in authoritative outlets, helping them establish themselves as thought leaders. Beyond initial publicity, Spynn focuses on building long-term relationships with media, ensuring sustained visibility and brand consistency.

Spynn’s CEO, Matteo Ferretti, emphasizes the role of storytelling, “Effective PR is about coverage and creating narratives that resonate with audiences. Startups must highlight their unique value and demonstrate how they solve real-world problems.”

PR for Growth and Global Expansion

Spynn’s data indicates that startups leveraging international PR strategies are twice as likely to successfully attract foreign investors and expand into new markets. Media coverage tailored for global audiences enhances cross-border recognition and facilitates partnerships, making PR an essential tool for growth beyond domestic markets.

As Indian startups scale, a strong PR strategy facilitates global recognition. Spynn’s international media reach helps startups gain traction in new markets and attract foreign investors. This is especially crucial for sectors like Fintech and Edtech, where global expansion is key to success.

A well-executed PR strategy strengthens a startup’s digital footprint, ensuring a consistent and engaging presence across platforms. Matteo Ferretti highlights the importance of balance, “A successful PR approach integrates both digital and traditional media to maximize impact and audience engagement.“

Ethical Considerations and Future Trends

Transparency and ethical storytelling are vital in PR. Startups must ensure authenticity in their messaging to build lasting trust. Spynn upholds ethical PR practices that align with principles of sustainability and integrity.

Indian startups must adapt to evolving PR trends, including AI-driven outreach, digital media dominance, and deeper media relationships. As competition grows, startups that take advantage of PR will have a better standing for long-term success.

Spynn’s PR strategies equip Indian startups with the tools to navigate funding surges, enhance credibility, and drive growth. By securing impactful media coverage and managing reputation effectively, startups can strengthen investor confidence and expand their market presence. As India’s startup ecosystem evolves, PR remains an indispensable asset for sustained success.