WHISKY AUCTIONS: WHEN AND WHERE TO BUY AND SELL WHISKY AT AUCTION

The secondary whisky market has matured into a global trading floor. Every month, thousands of bottles are sold online through platforms such as Whisky Auctioneer, Scotch Whisky Auctions, and Whisky.Auction. For collectors, investors, and now much more drink businesses / VAT registered companies, auctions have become the most transparent way to gauge market value.

But like any marketplace, success hinges not just on what you sell, but when you sell it and where you consign it. Hammer prices are shaped by seasonality, distillery release cycles and collector psychology. Understanding these rhythms can add hundreds — sometimes thousands — to the final return.

Why Seasonality Matters

Whisky auctions are not linear. The same bottle may achieve a significantly different hammer price depending on the month it appears. Auction houses report regular seasonal swings in both volume and value.

There are three main drivers of seasonality:

1. Collector engagement cycles – after summer breaks or post-Christmas slowdowns.
2. Festivals and distillery release calendars – new bottlings stoke secondary market demand.
3. Consumer buying seasons – most notably Christmas gifting.

The Strongest Months: September to December

Across all major platforms, the September–December window is consistently the best time to sell whisky.

• September marks the return of buyers after summer holidays. Volumes rise, enthusiasm picks up, and collectors are keen to spend again. This is often the point where the market “resets” after quieter months.
• October and November carry peak momentum. Many distilleries release annual limited editions in the autumn such as Ardbeg’s Committee editions — which create a buzz across the whisky world. Secondary market bidders are at their most active.
• December auctions benefit from Christmas gifting demand. Attractive packaging, collectable presentation boxes, and prestige single malts often sell at a premium, as both collectors and casual buyers compete for festive purchases.

In practical terms, sellers who consign bottles for autumn auctions can expect stronger hammer prices, higher bidding activity, and in many cases, faster sales.

The Festival Effect: May and June

While autumn dominates for mainstream bottles, May and June are vital for sellers of Islay whiskies. The annual Fèis Ìle (Islay Festival of Malt and Music) draws enthusiasts from around the globe. Each Islay distillery releases festival exclusives, and demand peaks instantly.

Auction houses now time their sales to capitalise on this momentum, with dedicated “Islay” or “Festival” themed auctions. For bottles such as Laphroaig Cairdeas, Lagavulin Jazz Festival editions, or Bowmore festival releases, consigning in May or June ensures maximum competition among bidders.

Months to Avoid

Two months consistently underperform:

• January: After the December rush, buyers pull back. Disposable income is lower, enthusiasm dips, and many collectors take stock rather than spend. It is the slowest month of the year.
• July: Mid-summer brings a lull. Collectors are on holiday, volumes drop, and enthusiasm weakens. While rare bottles may benefit from less competition, on average hammer prices are softer than in autumn.

Release Cycles: When Distilleries Stoke Demand

Another layer of timing comes from brand release calendars.

• Springbank & Campbeltown releases: Springbank, Hazelburn, and Longrow bottlings often appear sporadically, but sell best when demand is fuelled by limited annual allocations, usually in spring.
• Japanese whisky: Yamazaki and Hakushu anniversary editions (such as Mizunara casks) are often announced mid-year. High-end Japanese whiskies typically perform well regardless of season, but peaks align with release buzz.

Being aware of these calendars allows sellers to position similar or older bottles when demand is hottest.

What Consistently Performs Well at Auction

While timing is critical, some bottles have proven to be perennial performers:

• Macallan age-statement sherried malts: Bottles such as pre 2000 Sherry Oak remain staples of the auction market. Even as prices fluctuate, demand remains strong year-round, with premiums in Q4.
• Ardbeg special editions: Committee releases and discontinued bottlings (Airigh Nam Beist, Alligator, etc.) are always in demand, especially in spring and summer.
• Karuizawa and Hanyu: Japanese closed distilleries remain the blue-chip segment of the market. Timing matters less, though autumn sales see the strongest global bidding.
• Springbank and Campbeltown bottlings: With allocations increasingly scarce, almost any official release now commands a premium. Timing around spring or autumn boosts results further.
• Festival releases (Islay, Highland, Campbeltown): Limited bottlings tied to festivals or distillery events often double at auction in the first six months. The best time to sell is immediately after the event, before supply normalises.
• Old and Rare blends: Interest has grown in vintage Johnnie Walker, Ballantine’s, and White Horse bottlings. These perform well in winter months when collectors are active.

Choosing the Right Auction Platform

Different auction houses deliver different advantages:

• Whisky Auctioneer: The market leader, hosting 8,000–9,000 lots per sale. It attracts international bidders and ensures maximum exposure. Seller’s commission is 5%, with modest listing and reserve fees. Buyer’s premium is 12.5%. Best for mainstream consignments and broad reach.
• Scotch Whisky Auctions: With 6,000–7,000 lots per month, it is slightly smaller but still highly competitive. The key advantage is its lower buyer’s premium of 10%. Lower fees encourage higher bidding, which can translate into better seller outcomes.
• Whisky.Auction: London-based and smaller in scale (around 3,000–4,000 lots), but with a curated buyer base that chases rarities. The buyer’s premium is higher, around 15%, but rare bottles often achieve strong prices due to the specialist audience.

For most sellers, Whisky Auctioneer offers the broadest pool of bidders. For high-end bottles where every percentage point matters, Scotch Whisky Auctions’ lower buyer premium may give an edge. And for exceptionally rare or unusual bottles, Whisky.Auction can be the most effective despite its smaller scale.

Practical Advice for Sellers

1. Match the bottle to the season: A Bowmore Fèis Ìle release belongs in June, not January. A Macallan 18 will sell stronger in November than July.
2. Consider buyer psychology: Lower buyer’s fees (as with Scotch Whisky Auctions) can mean higher final hammers. Always factor in both sides of commission when calculating your net.
3. Ride the hype: Selling during or just after major releases or festivals ensures your bottle is competing in a crowded but active market.
4. Avoid the quiet months: Unless your bottle is exceptionally rare, resist the temptation to sell in January or July.