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this whiskey costs $30,000 it's a single
malt single malt whiskey is one the most
revered spirits in the world
it's occlusive Lee made from barley
which is quite a cheap product so how
does one bottle get to be so expensive
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over the past 50 years single malts have
become increasingly popular gotta single
malt exports through by 14.2% in 2017 to
just over 1.5 billion dollars one of the
main players of the single malt market
is Glenfiddich whose parent company
achieved a 1.2 billion pound turn over
last year selling 1.2 million and nine
liter cases of Glenfiddich around the
world we have 180 markets around the
world that we gently gently service in
1963 we started to commercially sell
single malt but also to promote it
actively I say the scholarship but we
give this thing about category because
push has ever had in this life we were
fortunate enough to try a 12 year old
bottle worth $36 and a 50 year old
vintage worth $30,000
nice sweet soft the 12-year old whiskey
was certainly sweet and pleasant drink
but I was expecting the more expensive
bottle to taste out of this world to
justify its price you can taste much
more European milk in this one there
seems to be truth that the longer the
alcohol is in there the smoother it
tastes so the more deserving at the
expense of price but that can't be the
only thing that justifies one bottle
being close to $29,000 more than another
another reason is that making single
malt as an extremely difficult process
to get right Bali is ground down and
added to spring water heated to 64
degrees Celsius it turns to sugar
dissolving into a fine sweet tangy
liquid called wort the wort is drained
cooled and passed into wash banks this
is heated and condensed in copper wash
stills for its first distillation and a
second time in spirit stills the spirit
trickles into the spirit safe ready for
maturation and then his batch ting cast
with spring water cast spend years in
the warehouse maturing into a single
malt so it the secret to the quality of
single malt is consistency you've got a
nail down your productions so that your
new mix but it comes off exactly the
same and we have a split a quality team
that are actively looking at we also
noise did you expect on site as well but
there's more an age 30 maturation can
have 30 to 40 percent of the alcohol
evaporated in the barrel or 1% each year
of the whiskey's life this is because of
something called angel share the natural
evaporation of the liquid into the
atmosphere over time so older whiskies
are expensive not just because they are
old but because there's less of them
left
there's one more factor we haven't
touched upon yet
status it's all about the equity of the
brand and the perception of the consumer
about how much they're prepared to pay
for our crimes I think in general you
know people want quality they want good
shoes good clothes nice cars and those
houses and they want to be drinking
syncable and it's not just store-bought
bottles one factor that's driving up the
price of single malts it's a booming
collectors market a bottle of the
Macallan 1926 six year old recently sold
for 1.5 million dollars in auction
marking the largest single sale every
sale in scotch has some serious
competitors alongside China India Taiwan
Island Japan is one of the world's major
producers of unblended whiskies for
relaxing times make it Suntory time
you might have heard of Suntory time
Suntory only Yamazaki distillery in
Osaka Prefecture the rarity of their
produce drove prices sky-high and the
Japanese have come to the fore about
four or five years ago one of their
whiskey's a Yamazaki was made and best
whiskey in the world and that created a
lot of noise around the Yamazaki and
seen them all
but Yamazaki is won by Suntory and the
bulk of what they produced was to blame
so they had insufficient whiskey in the
warehouses to actually continue on the
success of what Yamazaki achieved in
that one year what dictates the price
the value of the whiskey sometimes is
the exclusivity so the less there was
they drove the price up to the point
where Yamazaki was being sold off at sea
four times their normal value but
blended whiskies can also reach quite a
high price
will they ever be as expensive as single
malt we don't normally sell my splendid
whiskies in you know auctions single
moms is much more rare they're much more
individualistic so whereas blended
whiskies is typically sort of guarantee
more produced in larger volumes and also
is more homogeneous in in the actual
style and taste profile
you