It’s ‘the Whisky Olympics’—Ultra-Rare and One-off Bottles Head to Auction at Sotheby’s

An ultra-rare whisky auction, known as the Distillers One of One, has announced its second edition will take place next month at Hopetoun House on the outskirts of Edinburgh, Scotland.

In partnership with Sotheby’s, the auction brings together a collection of one-off Scotch whiskies specially created and donated by leading distilleries across Scotland.

Headlining the sale is the highest valued lot, Bowmore STAC 55 Years Old, the oldest whisky the island distillery’s ever produced. It’s housed in a 1.5-litre hand-blown glass vessel that pays homage to Bowmore’s home on the island of Islay. The lot is estimated to sell for between £300,000 and £500,000 (roughly between US$371,900 and US$619,770).

The auction “represents all of the best elements of this industry: the community spirit, the rarity of the liquid, the creativity of the presentation, and, above all, the charitable nature,” says Jonny Fowle, global head of spirits at Sotheby’s.

Headlining the sale is the highest valued lot, Bowmore STAC 55 Years Old,.
Courtesy of Sotheby’s

Also of note is the 50-year-old Brora Iris (with an estimate between £200,000 and £400,000), the oldest Brora single malt that has ever been bottled and one that will never be made commercially available. The liquid is presented in a 1.5-litre decanter that’s suspended within a handcrafted stone sculpture. The bottle was designed to represent the eye of a Scottish Wildcat, the highly elusive native of the Scottish Highlands that is the emblem of the distillery.

Proceeds of the auction will be donated to the Distillers’ Charity, principally to the Youth Action Fund, which aims to improve the lives of disadvantaged young people in Scotch whisky-making communities.

The first Distillers One of One was held at Barnbougle Castle, also near Edinburgh, in December 2021. That auction featured more than 39 lots and achieved record-breaking hammer prices, with more than £2.4 million donated to The Distillers’ Charity.

“The success of the first auction was tremendous—the vision and work put in by the Distillers’ Charity supported by the contributions from the Scotch whisky industry has established a new force in Scotland to back our young people in extremely difficult times,” John Swinney, former deputy first minister of Scotland, said in the catalog notes.

Scheduled for Oct. 5, the auction—a ticketed event for which all attendees must be registered—will feature 39 lots with estimates ranging from £2,000 to £500,000. Collectors can place online bids in advance; a selection of lots is currently on view in Sotheby’s New Bond Street galleries in London through Sept. 20.

The entire operation is dependent on the generosity of some of the most revered brands in the field, with producers both new and old presenting exceptional whiskies, all in the name of charity. In addition to the rare bottles, casks and experiences donated for sale, the brands also provide support to make the event possible.

The Visionary (which has an estimate between £50,000 and £90,000), is a single malt that has been aged 68 years.
Courtesy of Sotheby’s

Other offerings at the sale include the Visionary (with an estimate between £50,000 and £90,000), a single malt that has been aged 68 years, making it one of the oldest whiskies to be released by Speyside’s historic Glen Grant Distillery.

Another unique item for sale is the Gordon & MacPhail Recollection Showcase (with an estimate between £80,000 and £160,000). Housed in a handcrafted cabinet made of elm and oak, the offering features five engraved Glencairn decanters. Each contains a one-off 70-cl single malt from five distilleries that have been lost or silent for decades.

“A wiser man than me described this as being ‘the whisky olympics,’ Fowle says. “I cannot wait to be on the rostrum for this auction and see how we can develop this project into 2025.”

A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.

The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.

The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.

GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.

“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.

The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.

Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.

According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.

“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”

The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.

Hunt said consumer brands offered a level of tangibility that many investors found appealing.

“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”

The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.

With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.

It’s ‘the Whisky Olympics’—Ultra-Rare and One-off Bottles Head to Auction at Sotheby’s

With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.