INTERVIEW: How Whisky 1901 is selling whisky as an investment

Whisky investment company Whisky 1901 is looking to double down on face-to-face events next year as it brings the alternative asset to its mass affluent target customers, says its Marketing Director Faye Shilston.

The firm targets what are often known as “mass affluent” customers, in this case meaning people with £100,000 in cash assets ready to invest, with its key base being men between the age of 45 and 55.

“It’s not unobtainable to invest into whisky, but it helps to have a passion for it and understand it,” explains Faye, who started at the company in February of this year. “Sometimes there is a cask available for £5000, but there may also be one for £50,000 that could offer greater potential, but you have to be happy to give the cask time to mature and allow time to work for you.”

The brand aims to bring together these investors’ investment tastes with their tastes in other areas, such as luxury brands. Sponsorships of golfer Ewen Ferguson and partnerships with Rolls Royce are all aimed at this core demographic.

Faye says that the firm benefits from an increased interest in alternative investments, as many investors seek higher returns in a time of higher interest rates and Capital Gain Tax rates.

While these people may be sophisticated in their knowledge of investments, they may know less about the opportunities and risks of whisky investing, which is where Whisky 1901 comes in. As Faye points out, the firm is in a “crowded market” of alternative investments.

She says it cuts through by offering a “unique blend of ability, passion, and transparency in a market that demands both specialised knowledge and trust.

“We view whisky not just as an investment, but as a tangible asset that tells a story—a rare and collectible item with the potential for significant financial growth over time. Ultimately, our core identity is built around the idea that whisky investment is for those who appreciate both the finer things in life and the potential for meaningful growth.

“By combining ability with a genuine passion for whisky, we aim to be the trusted partner for those looking to explore the world of whisky investment with confidence.”

Accordingly, people working for the firm, including Faye herself, undertake a diploma in single malt whisky from Edinburgh Whisky Academy. In October it hired an in-house Master of Whisky, who holds the prestigious title of Keeper of the Quaich.

Alongside providing expertise about whisky, it is important to explain to investors clearly how alternative investments work and their risks.

“We never force people. We say: this is great. But it could be that they don’t do it for six months, then they decide actually they’ve done their research, done due diligence and are happy.”

While whisky offers the potential to “own a piece of history”, as Faye describes it, it is crucial to be upfront about the risks.

“While the market has experienced periods of growth, it is also subject to market volatility, demand fluctuations, and regulatory factors. Whisky values can be influenced by trends, economic conditions, and the availability of specific bottles or casks.

“Understanding that whisky investment may not provide the immediate returns people might expect is important for managing investor expectations.”

She notes that the firm’s commitment to a personalised approach sets it apart.

“We don’t just offer a one-size-fits-all investment product; we tailor our solutions to meet the individual needs and risk profiles of our clients.”

The firm underwent a rebranding project two years ago, which put in place a new logo and replaced stock imagery with scenery of Scotland.

Since starting, Faye has developed brand guidelines and condensed the firm’s briefing documents into something more portable to distribute to potential clients.

She has also spearheaded the firm’s partnering with its first public event this year, which generated a threefold return on investment.

Whisky 1901 runs constant digital advertising, with 89 running at the time of this interview across Google, LinkedIn, Facebook and Instagram. These are all focused on the company itself, emphasising its approachability.

The firm’s social channels then provide more information on the services offered.

“It’s great to have all these events but when you’ve got so many people walking through your tent, they don’t always remember that information. So we have the information on our website and try to push that back onto our socials.”

As in many asset managers, an important part of her role is making the case for the importance of marketing. Previously the firm preferred to outsource marketing, but decided it would be cheaper to bring the function in house.

While the business as a whole may not be deeply versed in the minutiae of marketing, she aims to bring this out through weekly and quarterly reports that break down leads and sales.

Looking ahead into 2025, the firm plans to strategically increase the number of customer-facing events in the UK by fourfold. Faye says this will help highlight its commitment to its customers and its belief in the value of face-to-face interactions.

“Our goal is to show a personal connection with our customers and allow them to put a face to the name of our company.”

She adds that “when you’re building, it’s all about trust. It’s actually not being seen anywhere and everywhere and allocating ourselves to whatever companies – it’s really thought out projects.

“We do business, but we do it well with a clear passion and a purpose.”