2 Sides in Whisky - The Blasphemous, Childish War Between Whisky Collectors and Purists
2 Sides in Whisky - The Blasphemous, Childish War Between Whisky Collectors and Purists
They say you should never judge a book by its cover. But in the modern whisky universe, one side views the other as pathetically childish, while the other side views the one as borderline blasphemous.
Whisky Collectors and Whisky Purists never see eye-to-eye. You might see them standing at the same bar. They may smile politely, they might share a laugh over a shared dram of something rare. But deep inside, hidden behind those polite, wry smiles, there is a fundamental disconnect. Truth be told, we don’t really like each other.
The genesis of this cold war is a relatively recent phenomenon. The success of whisky in the early days of this industry was entirely about utility: it was made for drinking. Historically, whisky was the lifeblood of cold, damp countries like Scotland. It was a rugged, affordable necessity against the elements—uisge beatha, the water of life, meant to warm the soul after a hard day’s work in the Highlands.
Then, everything changed.
The Beautiful Trap: When Utility became Art
A seismic shift occurred when Asia and people from warmer climates discovered single malts. For these new enthusiasts, whisky wasn’t a utility designed to fight against the bitter Scottish cold; it was a thing of beauty, akin to art. The culture, heritage, and the intricate history behind a single bottle intrigued this new world of whisky lovers.
Distilleries responded to this shift in mindset, and yes, I blame the distilleries entirely. They stopped making flagons for shepherds and started manufacturing luxurious objets d'art for international business magnates. Packaging became so exquisitely beautiful that it physically hurts to pop the capsule or crack the cork. Crystal decanters, lacquered wood cases, and gold-leaf labels turned utilitarian spirits into decorative trophies. People fell in love with the art, the design, and the colors. Whisky stopped resting in cellars and started decorating living room shelves.
Liquid Gold: The Spreadsheet Era
With Asian demand skyrocketing alongside this newfound aesthetic appreciation, prices didn’t just rise—they entered the stratosphere. Almost overnight, whisky became "Liquid Gold."
This price surge attracted a new player to the game: the Investor and the Flipper. This demographic isn’t concerned with the notes of peat, sherry, or vanilla on the palate; they are concerned with the percentage of return in the spreadsheet. By treating whisky as a speculative asset class, they have fueled an upward price spiral that shows no signs of decelerating.
For the traditional distillery, the allure of higher international margins was irresistible. Many began moving vast quantities of their best whisky overseas to sell at exorbitant prices, effectively blocking off the traditional local markets in Scotland and the UK from their own history.
The Purist Backlash: An Anger Seeping into the Cask
This perceived betrayal is where the real anger seeped into the market. The people who genuinely loved the liquid—the Whisky Purists—felt abandoned by the brands they had supported for decades.
The resulting purist movement is a direct counter-offensive against the aestheticization and financialization of whisky. They argue that to trap a spirit inside a sealed bottle forever is a tragedy. For them, whisky is like music or fine dining; it only truly exists, only fulfills its purpose, in the ephemeral moment of consumption. They don't just drink; they share, they debate, and they appreciate. To them, the collector is a childish hoarder, staring at toys they are too afraid to play with.
Conversely, the collector views the purist as slightly blasphemous. How can you, in good conscience, destroy a 1-of-100 bottle, housed in a handcrafted box, that took five decades to mature? For the collector, they are guardians of history, preserving these limited bottlings so they might exist for posterity, rather than vanishing into the night after a single party.
This is the start of this profound love-hate relationship. It is an unbridgeable chasm in philosophy. The war between Museum vs. Malt has begun, and the division of COLLECTORS vs. PURISTS remains absolute. Where do you stand?
Written by,
K.O.W
PS: These are the views of the K.O.W. Anything he says is his views. Don't get too sensitive about it.